Behavioral Targeting and AOL Keywords? ~ Advertising For Success

To capitalize on the fast-growing online ad market, AOL, Yahoo, Google and others have resorted to purchasing online ad services companies.

Google is in the process of buying DoubleClick
Yahoo recently closed its acquisition of Right Media
In May, Microsoft announced intentions to buy digital marketing aQuantive Inc.
AOL acquired Third Screen Media and AdTech AG this year, and Lightningcast last year.

AOL purchased Tacoda for $275 Million. TACODA® Audience Networks™ was the first and largest behavioral targeting advertising network, and reaches more than 120 million people across 31 discrete audience segments every month.

Read the article: Advertising Age - Digital - AOL Acquires Behavioral-Targeting Shop Tacoda

From the article:

Targeted display advertising is expected to be a growing business. One reason: Behavioral-targeting technology is helpful for monetizing sites that aren't naturally commercial or contextual. For example, if a person is surfing an auto website and then moves to a national news site, a behavioral-targeting firm can detect that surfing history and serve up an auto ad on the news site, knowing this person is interested in cars.