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AOL announced today that it has entered into a definitive agreement to acquire Tacoda, an online behavioral targeting advertising network. Tacoda will operate as a wholly owned subsidiary of AOL. Founded in 2001, Tacoda employs advanced technology that enables advertisers to serve highly relevant ads based on the kinds of sites consumers have visited in the past. Using Tacoda’s technology, AOL will be able to extend its targeting capabilities to advertisers and publishers and extend the reach of its third-party display network, currently the largest in the U.S.
According to eMarketer, the behavioral targeting market is set to increase to $3.8 billion by 2011, from $350 million in 2006.
While financial terms of the deal were not disclosed, a source close to the situation said AOL was paying $275 million in cash for Tacoda, according to Reuters.
Web technology and media companies have caused a stir in the world of online ad firms of late, making acquisitions such as Google’s proposed purchase of DoubleClick for $3.1 billion and Microsoft’s planned purchase of aQantive for $6 billion. AOL has also purchased smaller ad firms including Third Screen Media, Lightningcast and AdTech AG.
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