AOL as acquired broadband video advertising innovator Lightningcast.

Founded in 1999, Lightningcast and its 34 employees - led by CEO Tom MacIsaac - will continue its current operations and work on behalf of clients as a wholly-owned subsidiary of Advertising.com of Baltimore, Maryland, which is a wholly-owned subsidiary of AOL. Lightningcast will continue to be based in DC.

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Lightningcast is the industry leader in broadband video and audio ad insertion and campaign management. The company pioneered the development of solutions for delivering advertising into on-demand, live, and downloaded video content across the web. Lightningcast's technology platform provides flexible solutions to owners and distributors of broadband video and audio content including seamless ad insertion, campaign management, and reporting.

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.

Since 2002, AOL has successfully used Lightningcast's platform, first for audio (AOL Radio) and later for video streaming advertisements (AOL Video) - partnering on such innovative, groundbreaking projects as the recently launched broadband network, "In2TV", from AOL and Warner Bros.

AOL LLC will now merge Lightningcast streaming media technology and advertising network operations under Advertising.com within AOL's Audience business unit. Advertising.com's newly launched pre-roll video network and the InStream network will merge, operating under the InStream name. The combined network will comprise 300 websites and 175 million monthly streams. Advertisers will be able to target video campaigns across the network by behavior, demographic, content channel and more.