AOL wouldn't have one-upped Google were it not for Adap.tv,
which remains a standalone entity within the company's ad tech
division AOL Networks. The ad tech firm accounted for 3.13 billion,
or 84%, of the video ads attributed to AOL -- and as a result,
should result in an sizeable boost to the portal's video ad
That's compared to 275.8 million video ads, or 7% from
Advertising.com. The portal's dedicated video properties, including
AOL On and HuffPost TV, added 144.9 million spots that averaged 6.7
video ads per viewer.
Adap.tv's exchange fills ads for thousands of publishers,
including 72 of comScore's top 100 publishers, and AOL itself. AOL
had been a top-10 seller within the exchange even before the
acquisition, said Adap.tv CEO Amir Ashkenazi.
He was unable to characterize what types of video inventory AOL
makes available through Adap.tv, be it AOL On or the AOL home page,
but said that next year Adap.tv will have "a more complete presence
of AOL inventory."