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AOL Snatches AdTech in Media Buy Frenzy
AOL has made its second major purchase in the last few days, snapping up German ad management firm AdTech AG. Yesterday it was announced that AOL had bought Third Screen Media.
The ad management operations of AdTech will be integrated into AOL’s Advertising.com and rolled out to participation advertisers, reports ClickZ (via MarketingVOX).
AOL may be looking to dissolve its ad managing partnership with DoubleClick, recently purchased by Google. While AdTech is primarily based in Europe, it recently entered the U.S. market, where it competed directly with DoubleClick.
Financial terms of the acquisition were not disclosed.