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AOL consolidates internet advertising products to catch Google and Yahoo
Internet company AOL has announced plans to consolidate its online advertising services as it looks to take on Google, Yahoo and Microsoft.
Services and units such as Advertising.com, Tacoda and Third Screen Media will be drawn together in Platform A, an entity that will allow various platforms to share innovations, AP reports.
AOL is also moving its headquarters to the epicentre of US advertising, New York, as it competes with the strong Internet Marketing models of Google, Yahoo and the rest.
According to AOL president and chief operating officer Ron Grant, Platform A will allow advertisers to more easily buy ads across all AOL properties and third party sites such as the New York Times and NBC Universal.
"There's been a big shift in advertising to favor the networks," said Grant. "We don't think portals are big enough to meet the needs of advertisers."
Analyst David Hallerman of eMarketer said that a one-stop shop system such as this would make AOL more attractive to advertisers.
A recent study by Veronis Suhler Stevenson predicted that Internet Advertising spending in the US would outstrip the amounts spent in newspapers by 2011.
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Search Marketing news posted on 18 September 2007
