AOL has announced that it will be making another ad acquisition (the fourth this year). The new member of the AOL family is Quigo, a New York-and-Israel-based company that specializes in content-targeted advertising. According to the official press release, “Quigo’s AdSonar technology lets advertisers purchase ads on Websites based on specific pages, sections, topics or keywords.” The technology allows for cost per click (CPC), cost per impression (CPM), and cost per time (CPT) bases, and incorporates text, display, and video ads.
This is the latest step in AOL’s launching of Platform-A, an ambitious ad platform estimated to reach over 91% of the online audience. AdSonar distributes ads to such sites as FoxNews.com, ESPN.com, LonelyPlanet.com, and tons of other well-trafficked sites. The ability to place ads on specific sites and pages or around key words gives AdSonar a strong appeal to businesses looking to be more efficient at reaching potential customers.
AOL’s other acquisitions this year include Third Screen Media (for mobile advertising), ADTECH AG (a German-based ad serving platform), and TACODA (specializing in behavioral ads). AOL also purchased another Israel-based company this week – Yedda, a Yahoo Answers-type service. These latest moves have been seen as AOL’s attempt to stay competitive with Yahoo and Google. AOL’s advertising platform has been praised as better than Google’s for offering advertisers more options and information.
This entry was posted on Monday, November 12th, 2007 at 8:48 pm and is filed under Industry News. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.
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