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AOL buys start-up Vidible to bolster video efforts

AOL buys start-up Vidible to bolster video efforts
From left, Nathan Hayden, vice president of AOL on originals and branded entertainment, television personality Nicole Richie and Dermot McCormack, president of AOL video and studios, attend an event in Hollywood in October. (Mike Windle / Getty Images for AOL)

AOL Inc. made a new investment in video Monday, acquiring a San Francisco start-up that's built technology to simplify the process of syndicating online video.

AOL is the third most-visited destination domestically for online videos right behind Facebook and just ahead of Yahoo, according to tracking firm Comscore. But each of the online properties has been buying up video-related companies in the last year with the aim of challenging Google/YouTube for the No. 1 spot.

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Vidible, the latest AOL acquisition, created a portal for websites to buy videos from content producers. And AOL plans to take advantage of the content management system.

"We are thrilled to welcome the Vidible team to AOL as we accelerate our mission of providing our partners the platform and tools they need to better create, curate, syndicate and monetize their content across the globe," Dermot McCormack, president, AOL Video and Studios, said in a statement.

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