AOL Buys Another Ad Firm: Quigo

By Geoff Duncan November 7, 2007

AOL Buys Another Ad Firm: Quigo

AOL has just acquired its fourth online advertising company in 2007 as the company moves to build out its Platform-A online advertising business. Today, the target is Quigo, a New York-based provider of site advertising and content-targeted online advertising services. Quigo runs the AdSonar Web site network (which includes high-profile sites like CNNMoney.com, People.com, ESPN.com, and many more), and also operates the search engine marketeding business FeedPoint. Quigo also brings existing relationships with more than 500 content publishers, including Time, Inc., and more than 3,000 advertisers.

The companies have not disclosed the financial details of the transaction.

“With Quigo, we are putting the final pieces of Platform-A in place,” said AOL CEO Randy Falco, in a statement. “We will be able to offer advertisers and publishers the most advanced set of tools, including contextual and behavioral targeting, superior analytics, and access to the largest display network in the marketplace.”

AOL will operate Quigo as a wholly-owned subsidiary within AOL’s Platform-A organization, and plans to use Quigo’s technology to expand contextual advertising available within AOL’s own sites as well as third party advertising networks.

So far this year, AOL also acquired the online ad firms Third Screen Media, AdTech AG, and Tacoda.

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