Adap.tv

Pioneer in programmatic video advertising, acquired by AOL in 2013

Adap.tv was a pioneering video advertising technology platform that specialized in programmatic video advertising across multiple screens and devices. Founded in 2007, the company developed sophisticated technology to connect advertisers, agencies, and publishers, enabling automated buying and selling of video ad inventory across desktop, mobile, connected TV, and over-the-top (OTT) platforms. The platform provided demand-side platform (DSP) capabilities specifically optimized for video advertising, offering advanced targeting, real-time bidding, and campaign management tools. Adap.tv played a significant role in the evolution of programmatic video advertising during the early 2010s, helping to establish standards and best practices for automated video ad transactions. The company was acquired by AOL (now Verizon Media) in 2013 for approximately $405 million, representing one of the largest AdTech acquisitions of that period. Following the acquisition, Adap.tv's technology was integrated into AOL's broader advertising platform, contributing to what eventually became part of Verizon Media's advertising technology stack and later Yahoo's advertising solutions.