AOL positions itself for online advertising boom with acquisition
With the purchase of the online advertising company Tacoda, AOL is expanding its marketing and advertising opportunities on the Internet in the same way as the other Internet giants Microsoft, Google and Yahoo - so as not to miss out on the expected boom.
On Tuesday, the Internet group AOL bought the company Tacoda, which specializes in user-specific Internet advertising; the Time Warner subsidiary has thus positioned itself for the expected boom in new forms of online advertising, according to an SDA report. Founded in 2001, Tacoda specializes in tailor-made Internet advertising. This involves storing the habits of Internet users and placing advertising accordingly: For example, if someone often surfs on pages of car providers, they will soon receive advertisements for cars.
According to the industry agency Emarketer, sales from targeted online advertising are set to increase tenfold to around 3.8 billion dollars by 2011. To date, this form of advertising accounts for only one percent of the approximately 40 billion dollars generated annually by online advertising.
The purchase of Tacoda joins other major acquisitions in recent months; a few months ago Google bought the provider Doubleclick, Microsoft took over the online advertiser Aquantive, and Yahoo strengthened its position in the field by acquiring the company Right Media.
According to the industry agency Emarketer, sales from targeted online advertising are set to increase tenfold to around 3.8 billion dollars by 2011. To date, this form of advertising accounts for only one percent of the approximately 40 billion dollars generated annually by online advertising.
The purchase of Tacoda joins other major acquisitions in recent months; a few months ago Google bought the provider Doubleclick, Microsoft took over the online advertiser Aquantive, and Yahoo strengthened its position in the field by acquiring the company Right Media.
