Buy.at and TACODA aligning with network to offer unprecedented performance-based online solutions

Advertising.com, the world’s largest online advertising network, today announces the integration of recent acquisitions into its UK business - affiliate network, Buy.at, and behavioural targeting firm, TACODA. Effective immediately, the combination reinforces Advertising.com’s position as the world’s largest and most effective performance-based advertising network. The move will allow advertisers to access a fully integrated, powerful array of affiliate marketing and behavioural targeting capabilities through Advertising.com and marks extends its lead as the largest online performance marketing business in the UK.

Brendan Condon, Advertising.com International MD, appoints Buy.at’s chief, Kevin Cornils, as Advertising.com’s UK Managing Director, who will also head-up Pan-European sales from their London offices. The role will see Cornils incorporating his Buy.at leadership responsibilities with the division’s existing UK business to create seamless alignment between Buy.at and Advertising.com’s Sales, Client Services and Publisher teams.

Cornils brings with him significant management and online marketing experience, having doubled Buy.at’s turnover in 12 months and driven the company to become the UK’s leading independent affiliate network. Prior to this, he held the role of European Managing Director at Match.com, overseeing the firm’s growth to become the European market leader in online dating. Cornils holds a Masters in Business Administration from Harvard Business School and a degree in International Economics.

Led by its UK Managing Director Adrian Lacey, TACODA will also be fully merged with Advertising.com’s UK and European network as part of the company’s aggressive strategy to offer the most sophisticated targeting and measurement tools in the marketplace. Appointed in February, Lacey brings with him 15 years’ experience of working in the media sector, having originally started his career at TimeWarner owned IPC in London, representing both print and online.

Cornils and Lacey will report directly to Brendan Condon, Managing Director of Advertising.com International. Both will be instrumental in expanding the network’s global offerings to include advanced capabilities of affiliate marketing and behavioural targeting.

Kevin Cornils says: “Marketers are increasingly demanding accountability and access to a range of solutions through a single partner, so it makes perfect sense to fully combine the powerful capabilities of Buy.at and TACODA with Advertising.com’s performance-based network. I’m excited to be heading-up Advertising.com’s UK office, steering the company in the next stage of its growth and working with Brendan and Adrian to achieve its ambitious expansion strategy.”

Brendan Condon, Managing Director for Advertising.com International, adds: “We've worked hard to select the right acquisitions to develop Advertising.com’s solutions and further strengthen our position within the industry. Today’s complete merger allows us to deepen our advertiser and publisher relationships, as well as increase the scope of our state-of-the-art media tools.

“Kevin and Adrian’s strategic insight and proven leadership skills will be invaluable as we enhance our network globally. Both will be key assets to the management team as we grow the business and increase the size and engagement of our audience.”

- Ends -

For further information please contact:
Louise Greeves / Nina Howse
advertising@midnight.co.uk
01273 666200

About Advertising.com
Advertising.com is a part of AOL's Platform-A organisation, which offers advertisers best-in-class solutions that leverage AOL's premier consumer brands, TACODA's audience insights and behavioural targeting, buy.at’s extensive, quality affiliate network, and Advertising.com's industry-leading reach across multiple networks, including display, video, mobile and search. Advertising.com provides services globally with offices in the UK, Europe, US and Japan.
About buy.at
Established in 2002, buy.at drives online sales growth for 250 of the biggest brands across all sectors through its leading network of 9,000 good quality affiliates, supported by industry leading commercial and technical innovations. A pioneer of the open network, buy.at encourages merchants (advertisers) and affiliates (publishers) to communicate directly, to ensure the success of affiliate programmes.

Clients include Butlins, Carphone Warehouse, Capital One, Egg, John Lewis, M&S, Powergen, T-Mobile and Virgin Media. Each client benefits from a customised package of industry leading commercial and technical innovations, supported by a proactive account management team of marketing and technical experts.

buy.at has experienced 250% growth in turnover year-on-year since 2004. In March 2006, buy.at secured its future growth following a £7.3 million investment from DFJ Esprit. Bruce McLaren was appointed Chairman and former match.com MD Kevin Cornils was recruited as CEO. In September 2007was named as the UK’s 9th fastest growing technology company in The Sunday Times TechTrack and launched the network in the US with an office New York.

In February, 2008 buy.at was acquired by AOL. The network operates as a wholly-owned business unit of Advertising.com, part of AOL’s Platform-A organization, to serve merchant and advertisers with the industry's most comprehensive set of e-commerce offerings. The combination of an online advertising network, search engine marketing services and buy.at’s affiliate network provides advertisers a wide array of marketing channels to drive sales.

Published on: 12:00AM on 7th April 2008