AOL to acquire Bebo

Share this content:
AOL continues to invest in social media
AOL continues to invest in social media

AOL is keeping up its acquisition momentum, as it has entered into an agreement to acquire social networking site Bebo.

The acquisition of Bebo, a social network with 40 million users, will grow the online giant's threshold into the social networking realm. Combined with its other social properties AIM and ICQ, the acquisition of Bebo will expand AOL's social network to approximately 80 million unique users worldwide.

In a statement, Randy Falco, CEO of AOL, said that Bebo is "the perfect complement to AOL's personal communications network and puts us in a leading position in social media."

According to Hitwise, Bebo ranked 4th among a custom category of 55 social networks, after MySpace, Facebook and MyYearbook for Februay 2008 receiving 1.15% of all US visits to social networks.

"MySpace already has NewsCorp. and Facebook already has an investment from Microsoft, so it makes sense for AOL to add a social network to their portfolio, it is a category that media firms are looking to get into because consumers are spending a lot of time on these sites," said Heather Dougherty, director of research at Hitwise.

The planned acquisition comes a few weeks after Time Warner announced that it plans to split AOL into two separate divisions. Reportedly, one division would focus on Internet access and the other on online services and advertising.

The acquisition also comes on the heels of a series of acquisitions in the advertising business for AOL, which have facilitated the growth of the Platform A network. Platform A, which contains AOL's property, is made up of a network of firms that offer a variety of marketing services including targeting, Web analytics and online display ad models.

Acquisitions include contextual advertising firm Quigo, behavioral targeting firm Tacoda, mobile ad network Third Screen Media and ad serving network AdTech AG. Each of these companies was acquired last year.

Other acquisitions include video advertising platform Lightningcast in 2006, and affiliate ad network and e-commerce services firm, a property that AOL acquired last week.

Sign up to our newsletters

Company of the Week

Since 1985, Melissa has helped thousands of companies clean, correct and complete contact data to better target and communicate with their customers. We offer a full spectrum of data quality solutions, including global address, phone, email, and name validation, identify verification - available for batch or real-time processes, in the Cloud or on-premise. Our service bureau provides dedupe, email/phone append and geographic/demographic append services for better targeting and insight. For direct mailers, Melissa offers easy-to-use address management/postal software, list hygiene services and 100s of specialty mailing lists - all with competitive pricing and excellent customer service.

Find out more here »

Career Center

Check out hundreds of exciting professional opportunities available on DMN's Career Center.  
Explore careers in digital marketing, sales, eCommerce, marketing communications, IT, data strategies, and much more. And don't forget to update your resume so employers can contact you privately about job opportunities.

>>Click Here

Relive the 2017 Marketing Hall of Femme

Click the image above