AOL Expanding European Advertising
Posted on June 6th, 2008 by Mike Sachoff in the Articles section
AOL says it is expanding its advertising business, Platform-A in Europe as part of a strategy to broaden its global display ad business.
“By bringing Platform-A to Europe, we can offer advertisers the best marketing tools and technologies available to help them effectively and efficiently deliver their messages to online audiences across Europe,” said Randy Falco, AOL Chairman and CEO.
AOL’s publishing network in Europe includes sites in 13 countries. Platform-A in Europe will bring together AOL’s existing European advertising operations. These include Advertising.com, Adtech, buy.at, and AOL’s ad sales team.
The new organization will use contextual search by Quigo, behavioral targeting by Tacoda, and mobile ad-serving by Third Screen Media. Combined, Platform-A reaches 125 million online consumers, according to comScore Media Metrix.
Brendan Condon has been named head of Platform A’s International operations, based in London. Condon was previously head of Advertising.com’s International business.
By the end of next year, AOL says that Platform-A will be available to the rest of the world.
In the United States, AOL’s Platform-A was the leading display-advertising network in April, reaching 89 percent of the online audience or about 171 million unique visitors, according to comScore.
“No other network can offer the reach, relevance and richness of Platform-A,” said Lynda Clarizio, President of Platform-A. “Advertisers will be able to use the most advanced optimization technology and behavioral targeting, combining AOL’s premium inventory with Advertising.com’s network, including social media, affiliate marketing, search, video and mobile.”