AOL used to be world’s largest walled garden. Yet shortly after they were incorporated by Times Warner, the walls collapsed and the majority of garden visitors left. But during the past few years, the gardener has acquired quite a number of companies – like Bebo, Buy.at and Goowy media. All these web services have thing in common: they’re focused on advertising. Within a very short while, AOL has become an important advertising company. Now it’s time for the former Internet giant to bring structure into the company.
The AOL executives started Platform-A for that task last September. This division houses ad sales for all its sites, ad network properties and supporting technologies. Platform-A has integrated sales for Advertising.com, AOL-run sites, Tacoda, Third Screen Media and AdTech. After cleaning up the house in the U.S., Platform-A now continues in Europe.
AOL will merge its existing European advertising subsidies – Advertising.com, Adtech, and buy.at – into Platform-A’s international operations. The European HQ is based in London and former Advertising.com international head Brendan Condon will be in charge. He can offer its American customers a more global appeal by placing their ads on European websites. With more social networks becoming global entities, advertisers will surely welcome this move by AOL.