AOL has acquired online ad broker Advertising.com for $435 million. Whatever the rationale for this particular deal, it underscores the trend towards large publishers taking the ad brokerage business in-house, as with Yahoo buying Overture, and the trend will likely continue. It also means that AOL may be directly competing with Yahoo (via Overture) and Google in the business of serving ads on so-called "contextual inventory."
Posted by Andrew Goodman
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