AOL has decided that its recent acquisitions of Third Screen Media, AdTech AG, Lightingcast and Advertising.com, didn’t quite send the message that the company is serious about online advertising.
To that end, the company has announced the acquisition of Tacoda, an online behavioral targeting advertising network.
“The acquisition of TACODA will build on our advertising momentum, letting us better serve advertisers by enhancing our ability to precisely target advertisements across an even broader network,” said Ron Grant, AOL President and COO. “We are committed to bringing advertisers and publishers a full range of tools and services, along with the widest reach, and with TACODA we’re taking another step toward that goal.”
The New York Post suggests the deal is worth somewhere between $200 million and $300 million. It appears that other companies were interested in Tacoda, but the chances are they were too busy digesting recent acquisitions.
Tacoda claims its network reaches 120 million people across 31 audience segments.