AOL Adds Broadband Shop Lightningcast to Its Holdings

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AOL bought broadband video advertising company Lightningcast, AOL said this week. The previously privately held Lightningcast is a broadband video and audio company that provides its clients with ad insertion, campaign management and reporting.

Founded in 1999, the company has 34 employees. CEO Tom MacIsaac will continue to run the operations, though the company will work on behalf of clients of Baltimore-based Advertising.com, a wholly owned subsidiary of AOL. Financial terms were not released.

Earlier this year, Lightningcast launched the "InStream" video advertising network, which allows Lightningcast to expand its role in providing managed insertion of streaming media advertising and reporting by becoming a direct seller of streaming media inventory (across its third party network) to advertisers.

Advertising.com's newly launched pre-roll video network and the InStream network will merge, operating under the InStream name. The combined network will be made up of 300 websites and 175 million monthly streams.

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