| AOL goes affiliate (too) |
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| Tuesday, 05 February 2008 | |||||
Buy.at is an affiliate network with websites from the U.S. and the UK, and will become part of AOL's online marketing branch Advertising.com and Platform A. The move is clearly directed at gaining foothold in European networks. Buy.at uses a system where all its partners and publishers drive traffic to each other by internally exchanging links to one another's sites. They are also a leader in developing affiliate technology, for example with their newly launched service "ContentEngine," which allows merchants to interfere with their own campaigns directly on the publishers' sites, and also offers a way for social networking, in order to promote internal partnerships. By steadily adding to their online advertising mix, AOL looks determined to become a major independent online player, next to Google, Microsoft and Yahoo. As these three giants now look to become 2 even bigger ones, it remains to be seen if sweeping up some relatively small companies will make enough impact. In one year AOL has acquired companies active in different domains of online marketing, ranging from behavioral targeting to contextual advertising and ad-serving. Above anything AOL's move proves affiliate marketing will become an important part of many a future online marketing strategy.
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