AOL Catches Lightningcast in a Bottle

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AOL LLC acquiredbroadband-video-advertising firm Lightningcast Inc.

Lightningcast was previously privately held, and terms of the transaction were not disclosed.

AOL said Lightningcast and its 34 employees -- led by CEO Tom MacIsaac -- will continue current operations and work on behalf of clients as a wholly owned subsidiary of Advertising.com, which is a wholly owned subsidiary of AOL. Lightningcast will continue to be based in Washington, D.C.

Earlier this year, Lightningcast launched the "InStream" video-advertising network, allowing it 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.

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