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AOL has bought a controlling interest in Adtech AG, an international online ad-serving company based in Frankfurt, Germany. Financial terms were not disclosed, and Adtech will operate as an independent and majority-controlled subsidiary of AOL’s Advertising.com division. The acquisition provides AOL with an ad-serving platform that includes ad management and delivery applications enabling website publishers to manage, traffic and report on their online advertising campaigns. Adtech also brings relationships with top publishers in 25 countries. (release)
Earlier this year, AOL’s $900 million offer to buy TradeDoubler in Europe didn’t go through following shareholder opposition…that was AOL’s first effort to expand into the online marketing/ad market in Europe. Now this acquisition,.
Yesterday AOL bought mobile advertising company Third Screen Media, and last year it bought audio and video ad technology company Lightningcast, notes Reuters, adding that: “Time Warner has staked AOL’s future on the growth in online ad sales”.