AOL competitors Google, Yahoo! and Microsoft has all spent billions this year buying online advertising companies, most notably Google’s acquisition of DoubleClick – which is still to be approved by federal antitrust regulators – and Microsoft’s acquisition of aQuantive.
The deal gives AOL contextual advertising capabilities, allowing it to match advertising to the content of Web pages. The companies did not disclose the financial terms of the deal.
The company has more than 500 premium publisher relationships, including a recently finalized deal with Time, and has a broad network of roughly 3,000 advertisers.
Quigo's AdSonar technology lets advertisers purchase ads on websites based on specific pages, sections, topics or keywords. Quigo offers a variety of pricing models including text, display and video ads bought on a cost-per-click, cost per impression, or cost per time basis.
“We will be able to offer advertisers and publishers the most advanced set of tools, including contextual and behavioural targeting, superior analytics, and access to the largest display network in the marketplace.” said AOL chairman and chief executive Randy Falco.
“And by offering advertisers the ability to target ads based on the content of Web pages using Quigo's AdSonar technology, we will be able to maximise the value of publishers' ad inventory,” he said.
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