AOL fed its Advertising.com subsidiary a fulfilling meal this week, feeding its desire for both mobile and online advertising.
First, it acquired mobile ad network Third Screen Media, whose ad-serving and management platform allows ads to be managed and delivered via WAP, downloadable applications, SMS, MMS and mobile video.
Boston-based Third Screen will remain in its current offices and operate as a wholly owned subsidiary of Advertising.com. Its mobile ad network boasts more than 100 mobile Web publishers and major wireless carriers.
“This acquisition brings together two pioneers in the interactive advertising space,” said Third Screen founder and CEO Thomas Burgess.
“Advertising.com has long been the advertising network to watch, and Third Screen Media broke new ground in the mobile advertising space with our pioneering technology and industry-leading mobile network. Together, we can now offer advertisers and publishers a comprehensive suite of interactive advertising solutions for every type of device, platform and program.”
Second, AOL acquired a controlling interest in AdTech AG, a Frankfurt-based international online ad-serving company. AdTech’s platform includes a variety of ad management and delivery applications that enable web site publishers to manage traffic and see reports on their online advertising campaigns, rather like the DART system of DoubleClick.
AdTech works with web publishers in 25 countries and launched US operations last fall. It will operate as an independent and majority-controlled subsidiary of Advertising.com and maintain its headquarters in Frankfurt.
“Both Advertising.com and AdTech are focused on providing Web site publishers with the best online advertising solutions and highest level of customer service available in the online advertising marketplace,” said AdTech CEO Dirk Freytag. “We look forward to leveraging our joint strengths to help our partners manage, monetize and maximize their advertising inventory.” The financial terms of the acquisitions were not disclosed.