AOL has acquired privately-held broadband video company Lightingcast in an attempt to extend its online advertising industry. AOL has not disclosed the transaction details of the deal.
Lightingcast specialises in broadband video and audio ad insertion and campaign management. The company also helps advertisers develop Web video ads with interactive components, connecting viewers with more information on an advertiser should they select it.
Lightningcast will operate as a subsidiary of AOL's Advertising.com unit. The company also sells and manages video advertising space on behalf of Web sites and combined with Advertising.com will work with a network that spans 300 Web sites, AOL said.
AOL itself has been using the technology for the past four years in both its AOL Radio and Video products. Ligntningcast also has assisted in providing advertising for AOL's new In2TV broadband video network.
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