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AOL confirms Quigo purchase
AOL has confirmed that it will buy New York-based targeted online advertising firm Quigo.
The internet giant has already acquired Third Screen Media, a mobile advertising company, ad serving platform AdTech, and behavioural targeting firm Tacoda. In September AOL announced the world's largest digital advertising platform, Platform-A.
Quigo, which allows advertisers to purchase ads on websites based on specific topics of keywords, will expand its online advertising abilities.
AOL's chairman and chief executive, Randy Falco, said: "With Quigo, we are putting the final pieces of Platform-A in place. We will be able to offer advertisers and publishers the most advanced set of tools, including contextual and behavioural targeting, superior analytics, and access to the largest display network in the marketplace.
"And by offering advertisers the ability to target ads based on the content of web pages using Quigo's AdSonar technology, we will be able to maximise the value of publishers' ad inventory."
AOL will be hoping that Quigo can help reverse its fortunes. New figures from the firm indicate that its advertising sales are slowing significantly, indicating that its switch from a subscription business model to an ad-supported one is not going smoothly.
It is competing with extremely powerful companies such as Google, Yahoo and Microsoft.
Search Marketing news posted on 09 November 2007
