AOL Scoops Up buy.at
Time Warner Inc.’s AOL announced the acquisition of buy.at today. AOL scooped up the online, independent affiliate marketing network to boost the company’s online advertising business. Financial terms of the deal were not disclosed.
In Buy.at’s network, advertisers only pay online publishers when a visitor takes an action or makes a purchase. Buy.at will operate as a wholly-owned unit of Advertising.com, a sector of AOL’s Platform-A organization.
“This acquisition further enhances our Platform-A advertising offerings by enabling us to offer a new set of advertiser and publisher products, while also supporting our international strategy,” said AOL Chairman and CEO Randy Falco. “It will position AOL’s Advertising.com to serve merchant and retail advertisers with the industry’s most comprehensive set of performance marketing offerings to drive sales and other transactions, leveraging Advertising.com’s web advertising network and search engine marketing services and now buy.at’s innovative affiliate network. We look forward to accelerating the expansion of buy.at’s affiliate network in the United States and worldwide.”
The combination of Advertising.com and buy.at will give advertisers an opportunity to grow their publisher base with more tools and services, Kevin Cornills, CEO of buy.at said. “And as part of a larger performance-based marketing business, we will be able to engage more strategically with our clients and better optimize programs to drive further sales growth.”
AOL acquired Advertising.com, a global online advertising services company that focuses on display ads, search engine marketing, managed affiliate placements and video advertising, in 2004. AOL’s purchase of buy.at is its fifth advertising buy in the past 12 months.
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