Yesterday the Federal Trade Commission gave the thumbs-up for AOL to acquire behavioural analysis marketing firm Tacoda. The green light came before the 30-day review period had ended as the acquisition received “early termination” under the Hart-Scott-Rodino Act.
That means AOL, which has been struggling in the earnings department, can now work hard at its new ad-supported approach as it moves away from the old, failing subscription model. In turn, that means the company needs to deliver more effective, targeted advertising for it clients, especially after its purchase of Advertising.com. No figures have been disclosed, but it’s believed that AOL paid around $275 million for Tacoda and $500 for Advertising.com.
