The recent trend of Web 1.0 companies that weathered the storm and stuck around to be rewarded for their fortitude continues. Today AOL announced the acquisition of advertising behavioral targeting firm TACODA. AOL President Ron Grant (pictured right) said, “The acquisition of TACODA will build on our advertising momentum, letting us better serve advertisers by enhancing our ability to precisely target advertisements across an even broader network.”
The company was founded during the dot bomb blood bath of 2001 but managed to build a respectable client base including Tribune Interactive, The New York Times Company, NBC Universal, Hoovers, HGTV, Food Network and Cars.com. Financial terms of the deal were not revealed, but some sources claim the purchase price was between $200-300 million. With all these recent ad solution acquisitions (AdTech AG, Lightningcast, Third Screen Media and Advertising.com) it appears the rumors of AOL’s shuttering may have been greatly exaggerated.
I still think the future of AOL and Time Warner hinges on the date May 15, 2008. That’s when current CEO Richard Parsons’ contract ends. The rumor in New York is that he’ll leave the tech/media world run and for mayor. If that happens, the ever-present voice of billionaire Carl Icahn, a major Time Warner shareholder and constant Parsons critic, may become the new unseen hand steering the future of the company.
