Buy.at Is Added to AOLs Platform-A
It has been reported that Buy.at has been purchased by AOL. Buy.at is a UK based affiliate marketing network which has been sold for an undisclosed amount, but it supposed to be based around the $150 million mark. This will be a nice win fall for DFJ Esprit who backed the company (who also backed Skype, SugarCRM and Technorati).
It has also been reported that Buy.at will now operate as a wholly-owned business unit of Advertising.com. Both companies will now be attached to the upcoming Platform-A, which will be launched by AOL. There are 4 other key companies within the platform, including Tacoda, AdTech, Third Screen Media and Quigo.These are companies are strictly related to ad service, but buy.at arent, they are based around closer customer and retailer relationships. This is a nice boost for the Platform-A that AOL is trying to develop, but im worried that after all of these purchased can AOL actually get it right and product an advertising Platform that can control the market and even challenge Google in the areas they already dominate. Im sure AOL will control the display advertising section of the market and Google will continue to control the text/search based end of the market. This being said watch out for Platform-A to launch and then 6 months later IPO!
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