AOL acquires video ad company Lightningcast

AOL acquires video ad company Lightningcast

Time Warner’s internet division AOL has acquired a small company that specializes in inserting advertising into video clips. AOL has bought Lightningcast Inc., which would help them generate revenues from its ad-supported Web sites, playing video content.

With the help of technologies developed by this new acquisition, AOL would be able to run targeted ads within video and even change ads from time to time without replacing the entire video file. In addition, Lightningcast also develops technology to add advertisement in audio files.

AOL however declined to reveal the financial details of this acquisition. The company added that they have been using Lightningcast’s platform since 2002 and this acquisition would help them utilize their technologies on a larger scale.

Mike Kelly, president of AOL Media Networks, said in a statement on this latest acquisition: “This acquisition will provide a huge infusion of talent, technology and publisher relationships for Advertising.com at a time when streaming video is growing at a blistering pace.”