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BizReport : Search Marketing : November 04, 2007

AOL to purchase Quigo?

The jostling for market share in online advertising continues with reports out that AOL is about to purchase Israeli online advertising company Quigo for a few hundred million dollars.

by Helen Leggatt

quigo%20logo.gifAOL is putting itself back in the game by purchasing Quigo, a content-targeting advertising network, a deal which is “80 percent there” according to Kara Swisher of D: All Things Digital. The world’s largest communications group is hoping this latest acquisition will help it compete with the likes of Google, Microsoft and Yahoo.

Quigo currently provides services to ABC News,,,,,, and In June this year, Time Inc. dropped Google and Yahoo to sign an exclusive deal with Quigo to use AdSonar, its contextual ad targeting technology.

So what’s the asking price? Around $300 million if a report in Israeli daily newspaper, “Ha’aretz”, is correct.

Tags: acquisition, AOL, contextual targeting, online advertising, Quigo

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