AOL is buying Tacoda Inc., a marketing firm that specializes in behavioral targeting. Behavioral targeting to date has been more of a dream then reality. However, AOL must see a long-term benefit.
The deal comes a few months after Google purchases DoubleClick, which is also working on new ways to integrate display advertising toward user behaviors.
This all hopefully means a way to measure “The assist” is coming very soon.
More details on the purchase can be found here: http://www.adweek.com/aw/national/article_display.jsp?vnu_content_id=1003615972
Leave a Reply