AOL Inc.’s Advertising.com Group Acquires Targeted Ad Tech Firm Buysight

December 5, 2012 0

New York – In an attempt to keep pace with the ever growing competition in the online marketplace, Internet leader AOL’s Advertising.com Group today announced that it has reinforced its premium advertising product offering by acquiring the Silicon Valley startup firm Buysight, Inc., a leading provider of retargeting and intent-based targeted advertising for an undisclosed sum.

The New York Internet firm believes that this acquisition would strengthen Advertising.com Group’s capabilities in the advertising technologies market to serve brands’ ad-targeting needs across display, mobile and video.

The startup will be admitted as part of the Advertising.com group, which comprises AOL’s various ad platforms, such as Advertising.com, ADTECH, The AOL On Network, goviral, and Pictela. (AOL also owns TechCrunch.) In the acquisition press release, the group’s CEO, Ned Brody, said Buysight’s technology will be incorporated into AOL’s Adlearn optimization technology.

In fact, the Advertising.com Group is a vast entity and is the global partner of choice for leading publishers, advertisers and agencies seeking to boost the value of their online brands. The Group couples end-to-end platforms and solutions for publishers and advertisers spanning ad serving, monetization, optimization, and premium advertising formats across all mediums including desktop, mobile, tablets and connected TVs.

AOL’s Brody, further described the acquisition as: “We strongly believe that both brand and performance display, as well as mobile and video campaigns benefit from dynamic, targeted creatives’ and messaging. The acquisition of Buysight brings proven Dynamic Creative Optimization and machine learning capabilities which will further enhance AdLearn, our market-leading optimization engine, and its ability to provide brands and performance marketers a comprehensive and integrated optimization solution across channels.”

Apparently, retargeting is a hot segment on the Web these days. The startup Criteo, which is said to be an acquisition target of Yahoo and others, claims to be on pace to pull in $300 million in revenue this year. And retailers like Best Buy are pushing their own retargeting ad network businesses.

Emphasizing on this latest purchase Brody added, “Our acquisition of Buysight is the perfect complement to our powerful suite of offerings for advertisers, agencies and publishers seeking to maximize their brands online.”

Positively looking forward Buysight said, “Buysight is excited to become part of AOL and the Advertising.com Group,” said Armin Ebrahimi, CEO of Buysight. He further said, “Our retargeting and mid-funnel advertising products for online retailers, with the added power and reach of Advertising.com, represent best-in-class solutions with an exhaustive approach to driving real revenue gains for our clients. Our entire team is looking forward to being part of the Advertising.com Group and bringing our expertise to the world’s leading publishers, advertisers, and agencies.”

Sunnyvale, Calif.-based Buysight was founded in 2008 and was previously called Permuto. One of the main attributes highlighted in both the press release and the startup’s website is its ability to do “dynamic creative optimization” – in other words, it is not just using user data to target an ad, but also to tailor ads to the content.

Financial terms of the deal were not revealed.