Internet firm AOL makes fifth significant acquisition in a year
Internet firm AOL has just announced the acquisition of buy.at, a noted independent affiliate network. The network provides a performance-driven e-commerce marketing programme platform for both advertisers and publishers. It will now become a wholly-owned business entity of AOL’s Advertising.com - acquired four years ago - as a result of this transaction. Buy.at was founded in 2002. It employs a model whereby advertisers are required to only pay a fee after a visitor has effected an action such as actually undertaking a purchase or signing up for a trial of their product. Its comprehensive ContentEngine service makes possible for retailers to dynamically promote products and offers across a diverse range of affiliate websites. Its leads division does the job of sourcing consumer leads for various financial services merchants.
The deal marks AOL’s fifth significant advertising-related acquisition in the last one year, following its buying out of Quigo, Third Screen Media, TACODA and AdTech. According to AOL chief executive and chairman, Randy Falco, the latest acquisition will further enhance their Platform-A ad offerings by enabling them to provide a new innovative set of publisher and advertiser products, while also supporting their international strategy. He added AOL is looking forward to speeding up buy.at affiliate network’s expansion worldwide.
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