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AOL Acquires Vidible, Self-Service Video Syndication Platform

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Video has been central to AOL's reinvention, and the company expanded its video efforts yesterday by acquiring Vidible, a video syndication service with self-service options. While neither party announced the financial details, Re/code reported that AOL paid "around $50 million." It added that Vidible has taken in approximately $5 million in funding in the last two years.

Syndication is already crucial to AOL, and this acquisition will help it broaden its reach. Vidible says its exchange has over 300,000 videos and serves over 800 million plays each month. AOL's library counts over 1 million videos.

Vidible's self-service tools let video creators find greater reach and generate revenue, while publishers can find content appropriate for their sites. Video ads provide the revenue, while all parties can view performance metrics in real-time.

AOL says the deal brings new video management tools to the AOL platform, and makes premium video syndication more available to a global audience of creators and publishers.

“The combination of AOL Video and Vidible accelerates our vision of making content management and syndication available to video content creators and publishers everywhere,” says Tim Mahlman, president and co-founder of Vidible.

AOL acquired online video advertising company Adap.tv in August 2013 for $405 million.

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