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AOL ad services reach a new deal with Google 06/09/2010 What will the new AOL/Google advertising enhancements mean for online marketers?


New AOL/Google deal to enhance online, mobile advertising products 


Internet marketing consultants offering AOL advertising services will now be able to provide their clients with a broader range of ad formats, after a new deal was reached with Google.

The five-year agreement encompasses enhancements to AOL web search product services, advertising products and mobile search based on Google technology, all of which looks set to benefit marketers advertising with AOL.

Additional advertising formats will now be offered by AOL to those marketing products online, with specific improvements to customer targeting relevance.

Changes made to search technology architecture will likely benefit AOL search marketers as well, particularly concerning mobile search, where the partners will also work together.

Another aspect of the arrangement is the agreement for AOL content to be shared on YouTube.

Google chairman Eric Schmidt explained that he was particularly excited about the prospects of the expansion for video and mobile, which he claims are "at the heart of users' online experiences and at the core of both of our businesses".

AOL chairman and chief executive Tim Armstrong sees the new deal as forging ahead with AOL's continued turnaround.

He said: "AOL users will be getting a better search and search ads experience from the best search company in the world – Google.

"After nearly a decade-long partnership in search, we're looking forward to expanding our global relationship to mobile search and YouTube."

Mr Armstrong underlined the company's commitment to repositioning itself for growth last month, following the publication of its second quarter results which revealed multimillion dollar declines in advertising revenue.

Drops in revenue were felt particularly hard across international display advertising ($9.7 million) and third party network ($70.7 million) channels, falling by 52 per cent and 42 per cent respectively in quarter two compared to the previous three months.

The company noted that declines reflect in part a scaling back of operations in some European countries - notably France and Germany - as well as moving away from "low margin advertising products".

Improving clients' profitability through better use of the internet

Monday, September 06 2010 by Steve Swallow


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