Advertising.com Clicks With America Online

Bond, Paul
July 2004
SHOOT;7/5/2004, Vol. 45 Issue 26, p12
Trade Publication
Eager to take full advantage of a rebounding online advertising market, Time Warner (TW)'s America Online (AOL) unit said that it has agreed to pay $435 million in cash for Advertising.com, an Internet marketing firm that had filed for an initial public offering just two months ago. Advertising.com sells ads over a network of 1,500 Web site operators and e-mail advertisers, and is the largest in a segment also occupied by publicly traded companies 24/7 Real Media and ValueClick. By purchasing Advertising.com, AOL beefs up its presence in the pay-for-performance ad segment, a fast-growing sector in which payment is dependent upon user response, be it a registration, download or simple click.


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