6683 0 3 econsultancy_xml <p>In a culmination of AOL’s <a href="/blog/343-carphone-warehouse-buys-aol-s-uk-unit">shift from subscription to advertising revenues</a>, the company will also be relocating its HQ to New York.</p> <p>AOL president Ron Grant <a href="http://ap.google.com/article/ALeqM5gcEQ30Jxg782UZQfKnBMi-fVMbsQ">told AP</a> that the move would allow AOL to <em>“develop a much closer relationship” </em>with advertisers.</p> <p>He added: </p> <blockquote> <p> <em>"There's been a big shift in advertising to favour the networks. We don't think portals are big enough to meet the needs of advertisers."</em> </p> </blockquote> <p>With leaner times ahead, the move will also possibly put Platform A in a better position to convince brands that online advertising is the way forward as they come under more pressure to prove RoI.</p> <p>It follows Microsoft’s creation last month of a new <a href="/blog/1626-microsoft-restructures-for-online-ad-battle">‘Advertiser and Publisher Solutions’ unit</a> to promote its various online ad platforms to publishers and brands.</p> <p>AOL has also signed a deal with HP to provide an AOL toolbar and be the default homepage on the PC maker’s devices.</p> <FormattedContent xmlns="http://www.e-consultancy.com/schema/formattedContent/"> <Paragraph>In a culmination of AOL’s <Link URL="/blog/343-carphone-warehouse-buys-aol-s-uk-unit" Window="Self">shift from subscription to advertising revenues</Link>, the company will also be relocating its HQ to New York.</Paragraph> <Paragraph>AOL president Ron Grant <Link URL="http://ap.google.com/article/ALeqM5gcEQ30Jxg782UZQfKnBMi-fVMbsQ" Window="Self">told AP</Link> that the move would allow AOL to <Quote>“develop a much closer relationship” </Quote>with advertisers.</Paragraph> <Paragraph>He added: </Paragraph> <Block> <Paragraph> <Quote>"There's been a big shift in advertising to favour the networks. We don't think portals are big enough to meet the needs of advertisers."</Quote> </Paragraph> </Block> <Paragraph>With leaner times ahead, the move will also possibly put Platform A in a better position to convince brands that online advertising is the way forward as they come under more pressure to prove RoI.</Paragraph> <Paragraph>It follows Microsoft’s creation last month of a new <Link URL="/blog/1626-microsoft-restructures-for-online-ad-battle" Window="Self">‘Advertiser and Publisher Solutions’ unit</Link> to promote its various online ad platforms to publishers and brands.</Paragraph> <Paragraph>AOL has also signed a deal with HP to provide an AOL toolbar and be the default homepage on the PC maker’s devices.</Paragraph> </FormattedContent> 2007-09-17T19:22:00+01:00 0 1 econsultancy_xml <a href="http://www.aol.com"> <strong>AOL</strong> </a> <strong>has combined its various online ad platforms into a single unit that will coordinate its fight with rivals Google, Yahoo! and Microsoft.</strong> <p>Dubbed ‘Platform A’, the group will effectively create a huge ad network out of AOL’s recent acquisitions, including Advertising.com, behavioural targeting network Tacoda, ad serving company AdTech, video ad firm Lightningcast and mobile ad network Third Screen Media.</p> <FormattedContent xmlns="http://www.e-consultancy.com/schema/formattedContent/"> <Link URL="http://www.aol.com" Window="Self"> <Emphasis>AOL</Emphasis> </Link> <Emphasis>has combined its various online ad platforms into a single unit that will coordinate its fight with rivals Google, Yahoo! and Microsoft.</Emphasis> <Paragraph>Dubbed ‘Platform A’, the group will effectively create a huge ad network out of AOL’s recent acquisitions, including Advertising.com, behavioural targeting network Tacoda, ad serving company AdTech, video ad firm Lightningcast and mobile ad network Third Screen Media.</Paragraph> </FormattedContent> false 1749 <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> 364237 AOL creates one-stop-shop ad network false 2007-09-17T19:22:00+01:00 aol-creates-one-stop-shop-ad-network 2009-04-28T22:58:15+01:00 2009-10-13T09:19:11+01:00 168