8th November 2007
AOL has acquired its fourth online advertising company this year.
It has paid $340 million (£162 million) for targeted-ad firm Quigo, which will act as a final part of its advertising venture Platform-A.
AOL has already purchased mobile advertising firm Third Screen media, ad serving company AD TECH AG, and TACODA - a behavioural targeting company - during 2007.
Chairman and chief executive Randy Falco explained that through Quigo's technology, advertisers will be able to customise their ads based on individual website content, therefore maximising the value of each advert.
"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," he said.
Quigo was awarded the Media 100 Company of the Year award by AlwaysOn for 2007.
Time Inc announced a three-year deal with the ad company in June, anticipating the arrangement would generate $100 million over that period.
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