Indiantelevision.com Team

(7 June 2008 5:30 pm)

MUMBAI: Time Warner Inc's AOL is set to expand Platform-A, its integrated ad buying platform, in Europe with an aim to further its business opportunities in the field of global display ad.

AOL (formerly America Online, Inc.), an American Internet services and media company, has a publishing network in Europe that includes owned and operated sites in 13 countries in the region.

The company has named Brendan Condon as the head of Platform-A’s International operations, based in London. Condon will report to Platform-A president Lynda Clarizio.

“By bringing Platform-A to Europe, we can offer advertisers the best marketing tools and technologies available to help them effectively and efficiently deliver their messages to online audiences across Europe. This builds on AOL’s strong presence in Europe, and positions AOL for growth in three key areas – publishing, people networks, and our advertising network,” said AOL chairman and CEO Randy Falco.

In addition, AOL recently acquired social media company Bebo, which is one of the social media networks in the UK.

In mid-May, AOL announced the launch of its People Networks business unit, which combines Bebo with AIM, ICQ, and other AOL community properties, with a global audience of about 80 million.

Platform-A in Europe will align AOL’s existing European advertising operations. These include Advertising.com, which has sales offices in nine countries in Europe; Frankfurt-based ADTECH, which is the ad serving company in Europe; buy.at, an affiliate network based in the U.K., and AOL’s ad sales teams in Europe.

The new organisation will also integrate industry-leading technologies including contextual search by Quigo, behavioral targeting by TACODA, and mobile ad-serving by Third Screen Media.

“Advertisers will be able to use the most advanced optimisation technology and behavioral targeting, combining AOL’s premium inventory with Advertising.com’s network, including social media, affiliate marketing, search, video and mobile. This will be possible with one insertion order and one point of contact. We’re launching this in Europe and by the end of next year, it will be available around the world,” said Lynda Clarizio, President of Platform-A.

Dana Dunne will remain the head of AOL Europe overseeing growth of AOL’s owned and operated sites in Europe, including the AOL portals, music, video and entertainment offerings, search, and partnerships.

“Under Dana’s leadership, AOL has successfully made the transition from an access business to an ad-supported Web business, while greatly expanding our audience reach throughout Europe with the launch of several new portals. A thriving owned and operated network is key to the success of Platform-A in Europe, and I’m looking forward to Dana’s continued leadership as we grow the size and engagement of our European audience,” said Falco.