The Wall Street Journal today writes about AOL’s survival strategy and how it revolves around Platform A, the online advertising platform/division that the company hopes will help it recover from the loss of its dial-up business.
AOL has spent nearly a billion dollars to put together Platform A, buying Lightingcast (online video ads provider, for $100 million in 2006), Third Screen Media (mobile ads, for $105 million in 2007), AdTech (ad serving, 2007, price undisclosed), Tacoda (behavioral targeting, for $274 million in 2007), Quigo (contextual targeting, for $347 million in 2007) and Perifilliate (click-per-action marketing, for $125 million in 2008).
But as the WSJ points out, things haven’t been going well for the division. Personally, I would give them a failing grade. In its first six months, Platform A has: Read More about Platform A: In Its First Semester, a Failing Grade