AOL acquires Buy.at to boost online ad business

London-based Buy.at will be run as a unit of AOL's Advertising.com business

AOL said Tuesday that it has purchased Buy.at, an online affiliate marketing network, as part of its strategy to boost its online advertising business. Financial terms of the deal were not disclosed.

AOL said that London-based Buy.at will be run as a unit of its Advertising.com business. Buy.at offers advertisers and online publishers a platform for e-commerce marketing based on performance.

Buy.at allows advertisers to pay merchants only when a user takes a specific action, such as buying an item or signing up for a free trial in response to an advertisement on the merchants' Web sites, according to AOL.

"[This] will position AOL's Advertising.com to serve merchant and retail advertisers with the industry's most comprehensive set of performance marketing offerings to drive sales and other transactions, leveraging Advertising.com's Web advertising network and search engine marketing services and now Buy.at's innovative affiliate network," said AOL Chairman and CEO Randy Falco in the statement.

Buy.at is the fifth advertising acquisition AOL has made in the past 12 months, a sign of AOL's intent to capitalize on the growing online ad market. Last year, AOL acquired Quigo, a contextual advertising firm; Tacoda, a company that specializes in delivering ads based on users' online activities; Third Screen Media, a mobile advertising network and software provider; and AdTech AG, an international online ad-serving company.

Join the Good Gear Guide newsletter!

Error: Please check your email address.
Rocket to Success - Your 10 Tips for Smarter ERP System Selection
Keep up with the latest tech news, reviews and previews by subscribing to the Good Gear Guide newsletter.

Linda Rosencrance

Computerworld
Show Comments

Most Popular Reviews

Latest Articles

Resources

PCW Evaluation Team

Matthew Stivala

HP OfficeJet 250 Mobile Printer

The HP OfficeJet 250 Mobile Printer is a great device that fits perfectly into my fast paced and mobile lifestyle. My first impression of the printer itself was how incredibly compact and sleek the device was.

Armand Abogado

HP OfficeJet 250 Mobile Printer

Wireless printing from my iPhone was also a handy feature, the whole experience was quick and seamless with no setup requirements - accessed through the default iOS printing menu options.

Azadeh Williams

HP OfficeJet Pro 8730

A smarter way to print for busy small business owners, combining speedy printing with scanning and copying, making it easier to produce high quality documents and images at a touch of a button.

Andrew Grant

HP OfficeJet Pro 8730

I've had a multifunction printer in the office going on 10 years now. It was a neat bit of kit back in the day -- print, copy, scan, fax -- when printing over WiFi felt a bit like magic. It’s seen better days though and an upgrade’s well overdue. This HP OfficeJet Pro 8730 looks like it ticks all the same boxes: print, copy, scan, and fax. (Really? Does anyone fax anything any more? I guess it's good to know the facility’s there, just in case.) Printing over WiFi is more-or- less standard these days.

Ed Dawson

HP OfficeJet Pro 8730

As a freelance writer who is always on the go, I like my technology to be both efficient and effective so I can do my job well. The HP OfficeJet Pro 8730 Inkjet Printer ticks all the boxes in terms of form factor, performance and user interface.

Michael Hargreaves

Windows 10 for Business / Dell XPS 13

I’d happily recommend this touchscreen laptop and Windows 10 as a great way to get serious work done at a desk or on the road.

Featured Content

Latest Jobs

Don’t have an account? Sign up here

Don't have an account? Sign up now

Forgot password?