AOL Buys Silicon Valley Ad Tech Firm

Could ramp up's targeting capabilities

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AOL’s Group today acquired the retargeting company Buysight Inc. for an undisclosed sum. The New York Internet firm believes the purchase will strengthen its abilities to serve brands' ad-targeting needs across display, mobile and video.

Retargeting is a hot sector on the Web these days. The startup Criteo, which is said to be a 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.

In the case of Buysight, Ned Brody, Group CEO, called the company, "the perfect complement to our powerful suite of offerings for advertisers, agencies and publishers seeking to maximize their brands online.”

Sunnyvale, Calif.-based Buysight was founded four years ago and heralds a data-based retargeting system called Dynamic Creative Optimization. The system will be plugged into AOL's ad network,, which saw an 18 percent jump in sales during Q3 2012 compared to the same period the year before.


@Chris_Heine Christopher Heine is a New York-based editor and writer.
Publish date: December 4, 2012 © 2020 Adweek, LLC. - All Rights Reserved and NOT FOR REPRINT