AOL enters behavioural targeting market

25 July 2007

AOL has acquired behavioural targeting firm Tacoda, it has been revealed.

The advertising firm is now to serve as a wholly-owned subsidiary of the search engine, AOL announced.

Tacoda's technology is now to be used to increase the relevance of advertisements served by AOL through the analysis of recipients' online activities.

Ron Grant, president and chief operating officer of AOL, explained that the acquisition forms part of a long-term strategy to improve advertising services offered by the firm.

"The acquisition of Tacoda will build on our advertising momentum, letting us better serve advertisers by enhancing our ability to precisely target advertisements," he stated.

"We are committed to bringing advertisers and publishers a full range of tools and services along with the widest reach."

A recent eMarketer study suggested that "internet advertising is no longer all about paid search ... in fact, behavioural marketing may be the future of advertising everywhere".

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