July 25, 2007
AOL announced yesterday it is buying behavioral ad targetting firm Tacoda for a reported $275 million.
Lots of chatter about it in the blogosphere.
This strikes me as a pretty smart deal (perhaps more so than some other recent acquisitions…).
AOL’s purchase of Advertising.com was probably the smartest move the struggling portal has made. Tacoda adds a piece most ad networks are missing, with scale to boot.
Online ad networks with smart targetting capabilities will be an important trend over the next couple years.