RealTime IT News

AOL to Bottle Up Lightningcast

AOL is expanding its broadband video advertising empire with the acquisition of privately held Lightningcast.

The Washington D.C.-based Lightningcast is a developer of a broadband video advertising platform as well as audio ad insertion and campaign management technologies.

Lightningcast and AOL are hardly strangers. AOL has been using Lightningcast's platform since 2002, first for AOL Radio and then for AOL Video.

The new acquisition will be merged under AOL's Advertising.com unit with all 34 of Lightningcast's employees.

Lightningcast's InStream broadband video insertion network will be combined with Advertising.com's pre-roll video network under the InStream name. AOL claims that that the combined network will have 175 million monthly video streams spanning 300 Web sites. The combined offering will give advertisers the ability to target video campaigns across the network.

"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," said Mike Kelly, President, AOL Media Networks, which oversees Advertising.com in a statement.

Earlier this year, AOL acquired video search company Truveo for an undisclosed sum.

An AOL spokesperson told internetnews.com at the time that the deal was the largest since AOL acquired Advertising.com for $435 million in June of 2004.

The video broadband marketplace is expected to reach $16 billion by the end of the decade, according to ABI Research.

Financial terms of the deal were not disclosed.