Tacoda's top execs are gone,
but AOL still likes its behavioral targeting technology enough to adopt
it across all of its ad sales unit, Platform A. That means dumping
competing technology from Advertising.com. "We'll replace all of
Advertising.com's existing behavioral technology with Tacoda's
behavioral product," says Platform A president Lynda Clarizio, a former Advertising.com exec.
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but AOL still likes its behavioral targeting technology enough to adopt
it across all of its ad sales unit, Platform A. That means dumping
competing technology from Advertising.com. "We'll replace all of
Advertising.com's existing behavioral technology with Tacoda's
behavioral product," says Platform A president Lynda Clarizio, a former Advertising.com exec.
We were previously under the impression that AOL meant to integrate Ad.com behavioral tech with Tacoda's, and didn't think that much of the idea. So this move, at least, makes sense to us.
The shift to Tacoda will be complete in June, part of the
integration of $1 billion in advertising acquisitions including Quigo
and AdTech. AOL acquired Tacoda in September. Clarizio called the
adoption of Tacoda "a small step forward" in the integration, which
remains an issue for the company.
Time Warner CEO Jeff Bewkes blamed slow integration for AOL's drop-off in display ad revenue in Q1.
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