Direct Line Blog

Is AOL really going to buy ValueClick?

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BusinessWeek reported yesterday that AOL is rumored to be considering ValueClick to its roster of online marketing firms.  AOL has been pretty acquisition hungry these days, especially in the online space, and perhaps they've got their recent acquisition of Tacoda, a behavioral marketing firm, Third Screen Media, a mobile advertising network; and AdTech AG, a software provider and international online ad-serving company, Lightningcast, a video advertising firm, and Advertising.com, which operates the largest third-party display network they would be covered in the online ad space.

>But the FTC is not always happy about ValueClick's habits and is currently investigating certain ValueClick Web sites which promise consumers a free gift of substantial value, and the manner in which the company drives traffic to such Web sites, especially through e-mail to determine whether the company’s lead generation activities violate either the Federal Trade Commission Act or the CAN-SPAM act.

-Dianna Dilworth
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