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AOL Will Buy Ad Network Quigo

Posted on 11.06.2007
AOL continues to push further into the online ad market with their latest announcement to buy Quigo - an online ad service where advertisers can choose to display ads based on specific pages, sections, keywords or topics, similar to Google's AdSense. Quigo splashed into the industry not too long ago, with the attractive ability to choose advertising venues, as opposed to Google who, at the time, offered no control over ad placement. Quigo ads also lack the branding that Google places on their ad units (ads by Goooooogle, etc.) offering ad units that appear to be slightly more as a part of the website.

AOL has seen their subscription-based Internet access plummet recently, down 40 percent from its peak in 2002. So, they have turned to the advertising market. Recent purchases of Third Screen Media (a mobile ad company), Lightningcast (focused on inserting ads into video and audio clips) and Tacoda (behavioral targeting technology) provides a nice infrastructure for AOL to nudge their way into the market. With Quigo, AOL will capture a significant audience - some of their existing clients include Forbes.com, USA Today, ESPN.com and ABC.
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