Yes, in addition to buying Third Screen Media, AOL acquired the controlling interest in ADTECH AG. (This is not to be confused with ad:tech, the digital marketing conference.) ADTECH AG is an online ad-serving and e-mail marketing company based in Germany.
ADTECH will fall under the Advertising.com umbrella. AOL acquired Advertising.com in June 2004.
I’ll let you read how they describe ADTECH’s platform in the press release. I never can make sense of so many empty buzzwords slapped together:
The ADTECH ad-serving platform differentiates itself via its scalable, enterprise-class infrastructure and publisher-friendly toolsâ€”providing intuitive and feature-rich user interfaces, superior inventory management and forecasting capabilities, and robust and flexible reporting.
AOL chairman/CEO Randy Falco says:
AOL has incredible momentum in the online advertising space, and our acquisition of ADTECH builds on this by providing AOL with a next-generation ad-serving platform, letting us deepen our relationships with publishers in Europe and the U.S. and provide them a more complete set of solutions.
Interesting side note: last week, ADTECH AG reported that only two of a thousand online European ad impressions end in click-throughs, or 0.18%.
No word on the deal’s financial terms.