AOL Buys Userplane to Boost Ad Technology for IM

Share this article:

Time Warner Inc.'s AOL LLC acquired social networking software company Userplane a few months after buying online advertising companies Lightningcast Inc. and Truveo Inc.

The agreement with Totekasche Holdings Inc., signed July 28, links AOL with Userplane's 100,000 current license partners - Web sites and online communities such as MySpace.com, Date.com, IGN, Red Bull and Marvel Comics.

Terms were not disclosed.

The deal aims to integrate the network of 83 million AOL, AIM and ICQ users with Userplane's ad-targeting technology and user base of 18 to 35 year olds.

Userplane will operate as a wholly owned subsidiary of AOL. Its 12 employees will remain based in the Los Angeles area.

The acquired brand at userplane offers its users Web-based chat and instant messaging that can be either fee-based, free with targeted ads served or a model that allows licensed clients to place ad inventory on their sites and share profits.

AOL, Dulles, VA, has been growing its instant messaging communities and now supports voice, video and collaboration services as well as standard text.

Share this article:
You must be a registered member of Direct Marketing News to post a comment.

Follow us on Twitter @dmnews

Latest Jobs:

Featured Listings

More in Digital Marketing

Customer Identity in the Digital Age

Customer Identity in the Digital Age

Industry experts explore the value in a person's cyber identity for marketers.

Epsilon Rebrands as End-to-End Marketing Solution

Epsilon Rebrands as End-to-End Marketing Solution

The goal is to flame the perception that technology and creativity live under one roof at the company, says President Andy Frawley.

Mobile Spend Vaults 76 Percent in First Half, IAB Reports

Mobile Spend Vaults 76 Percent in First Half, ...

Overall Internet ad revenues escalate by 15% to $23 billion, also fueled by increased activity in social media and video.