AOL adds another ad firm to its arsenal

In the same week as Microsoft announced it will allow its users to opt out of its behavioral targeting system, AOL has announced its purchase of behavioral targeting firm, Tacoda.

by Helen Leggatt

tacoda%20logo.jpg Adding to its arsenal of online and mobile advertising acquisitions, AOL this week announced it has bought Tacoda. In 2006, AOL purchased the largest online ad-network, Advertising.com, and earlier this year snapped up mobile ad network Third Screen Media and the German ad-serving firm, AdTech.

“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.”

Tacoda’s client list will be of great benefit to AOL. As well as large publishers, such as NBC Universal and the New York Times Company, Tacoda also boasts large advertisers such as General Motors, Coca Cola and Panasonic, among its clients.

While many users aren’t yet aware of it, behavioral targeting is becoming increasingly common. Those that are in the know are keen to retain control over what information is tracked and stored. Just this week Microsoft announced it would join the Network Advertising Initiative and allow its users to opt out of its targeting system, something which Tacoda has long incorporated.