6683 0 3 econsultancy_xml <p>Ron Grant, AOL's president and COO said: </p> <blockquote> <p> <em>"We are committed to bringing advertisers and publishers a full range of tools and services, along with the widest reach, and with Tacoda we're taking another step toward that goal."</em> </p> </blockquote> <p> <a href="http://www.tacoda.com">Tacoda</a>, located in New York, operates an online ad network based on behavioural targeting, and will be used by <a href="http://www.aol.com">AOL</a> to glean user data from its sites and those of its publishing partners. It looks like a good fit.</p> <p>According to <a href="http://www.clickz.com/3626519">ClickZ</a>, AOL was one of two strategic investors that had shown an interest in Tacoda, which had been considering whether to sell up privately or go for a flotation.</p> <p>The move follows AOL's failed <a href="/blog/928-aol-pulls-out-of-tradedoubler-bid">bid for affiliate network Tradedoubler</a> earlier this year - also designed to extend Advertising.com's reach - but it has been steadily expanding its offering for online advertisers.</p> <p>Over the last year or so, it has snapped up mobile ad network Third Screen Media, ad serving company AdTech and video ad firm Lightingcast.</p> <p>The deal is subject to regulatory approval and customary closing conditions, <a href="http://www.tacoda.com/about/press/">AOL said</a>.</p> <FormattedContent xmlns="http://www.e-consultancy.com/schema/formattedContent/"> <Paragraph>Ron Grant, AOL's president and COO said: </Paragraph> <Block> <Paragraph> <Quote>"We are committed to bringing advertisers and publishers a full range of tools and services, along with the widest reach, and with Tacoda we're taking another step toward that goal."</Quote> </Paragraph> </Block> <Paragraph> <Link URL="http://www.tacoda.com" Window="Self">Tacoda</Link>, located in New York, operates an online ad network based on behavioural targeting, and will be used by <Link URL="http://www.aol.com" Window="Self">AOL</Link> to glean user data from its sites and those of its publishing partners. It looks like a good fit.</Paragraph> <Paragraph>According to <Link URL="http://www.clickz.com/3626519" Window="Self">ClickZ</Link>, AOL was one of two strategic investors that had shown an interest in Tacoda, which had been considering whether to sell up privately or go for a flotation.</Paragraph> <Paragraph>The move follows AOL's failed <Link URL="/blog/928-aol-pulls-out-of-tradedoubler-bid" Window="Self">bid for affiliate network Tradedoubler</Link> earlier this year - also designed to extend Advertising.com's reach - but it has been steadily expanding its offering for online advertisers.</Paragraph> <Paragraph>Over the last year or so, it has snapped up mobile ad network Third Screen Media, ad serving company AdTech and video ad firm Lightingcast.</Paragraph> <Paragraph>The deal is subject to regulatory approval and customary closing conditions, <Link URL="http://www.tacoda.com/about/press/" Window="Self">AOL said</Link>.</Paragraph> </FormattedContent> 2007-07-25T09:11:00+01:00 0 1 econsultancy_xml <p> <strong>AOL has stumped up a reported $275m to buy behavioural targeting company Tacoda – a move designed to boost the targeting abilities and reach of its online ad network <a href="http://www.advertising.com">Advertising.com</a>.</strong> </p> <p>The deal is the latest in a string of acquisitions by the web giant following its <a href="/blog/343-carphone-warehouse-buys-aol-s-uk-unit">shift</a> away from subscriptions onto internet advertising.</p> <FormattedContent xmlns="http://www.e-consultancy.com/schema/formattedContent/"> <Paragraph> <Emphasis>AOL has stumped up a reported $275m to buy behavioural targeting company Tacoda – a move designed to boost the targeting abilities and reach of its online ad network <Link URL="http://www.advertising.com" Window="Self">Advertising.com</Link>.</Emphasis> </Paragraph> <Paragraph>The deal is the latest in a string of acquisitions by the web giant following its <Link URL="/blog/343-carphone-warehouse-buys-aol-s-uk-unit" Window="Self">shift</Link> away from subscriptions onto internet advertising.</Paragraph> </FormattedContent> false 1547 <p>Econsultancy has published an <strong><a href="http://econsultancy.com/reports/online-advertising-networks-buyers-guide">Online Advertising Networks Buyer's Guide</a></strong> which contains an examination of this marketplace and profiles of 23 leading networks. We have also produced an <strong><a href="http://econsultancy.com/reports/online-advertising-survey">Online Advertising Survey</a></strong>, based on a survey of advertisers and agencies. For more stats and charts, see also our <strong><a href="http://econsultancy.com/reports/internet-advertising-statistics">Online Advertising Statistics compendium</a></strong>.</p> <p>Econsultancy has published an <strong><a href="http://econsultancy.com/reports/online-advertising-networks-buyers-guide">Online Advertising Networks Buyer's Guide</a></strong> which contains an examination of this marketplace and profiles of 23 leading networks. We have also produced an <strong><a href="http://econsultancy.com/reports/online-advertising-survey">Online Advertising Survey</a></strong>, based on a survey of advertisers and agencies. For more stats and charts, see also our <strong><a href="http://econsultancy.com/reports/internet-advertising-statistics">Online Advertising Statistics compendium</a></strong>.</p> 363871 AOL to buy behavioural targeting network false 2007-07-25T09:11:00+01:00 aol-to-buy-behavioural-targeting-network 2009-04-30T00:23:40+01:00 2009-10-13T09:13:14+01:00 171