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AOL's Platform-A and Its Behavioral Targeting Solution, TACODA, Join PointRoll Included Program

Posted on: Monday, 9 June 2008, 09:00 CDT

PointRoll, the leading provider of rich media technology solutions, today announced the addition of Platform-A and TACODA, a leader in behavioral targeting, to its flagship Included Program. The Included Program comprises elite publishers who understand the value of rich media and offer advertisers PointRoll placements for the same cost as standard ads. The program helps remove the traditional cost and distribution barriers to rich media adoption for advertisers, while making publishers and networks more attractive options for media buys.

The offering of the TACODA behavioral targeting solution across campaigns run on Platform-A is a first for PointRoll's Included Program. By teaming with PointRoll, advertisers can run behaviorally targeted rich media ads, powered by TACODA, across all of Platform-A, which includes advertising inventory on all of AOL's leading media properties and the thousands of publisher sites in Advertising.com's third-party networks.

"We're thrilled to welcome TACODA's behavioral targeting solution and Platform-A into our Included Program," said PointRoll CEO Jason Tafler. "By combining the power of behavioral targeting with the personalization and interactivity inherent to rich media advertising, this partnership provides marketers with potent tools to deliver the most relevant messages to selective audience segments, significantly increasing conversion opportunities."

"Advertisers are seeking the most precise consumer targeting options available, and TACODA's behavioral solutions are ideal for reaching valuable audiences," said Lynda Clarizio, President of Platform-A. "Our mission at Platform-A is to become the most effective and efficient marketplace for the buying and selling of online advertising, and TACODA is a critical technology that will help our customers reach their goals."

TACODA is an advanced suite of behavioral targeting solutions offered by Platform-A, AOL's advertising business. In April 2008, according to comScore Media Matrix, Platform-A served ads to 171 million U.S. Internet users, representing 89 percent of the total U.S. online population, ranking it as the nation's top ad network.

About PointRoll

PointRoll, a wholly owned subsidiary of Gannett Co., Inc. (NYSE:GCI), offers a solution to the limited performance of standard banner ads by effectively bringing a mini website to the user without requiring a click. PointRoll's superior rich media technology and service enable advertisers to connect with consumers by creating an interactive online environment that generates conversion. With interactive features such as streaming video, polling, instant email, data collection and more, marketers can easily create and deliver ads that build brand awareness and drive sales. The result: great creative controlled by the user and improved ad effectiveness--without the negative experience associated with intrusive technologies. Additionally, PointRoll delivers comprehensive, real-time reporting that definitively illustrates return on investment. For more information, please visit www.pointroll.com.

About Platform-A

Platform-A, AOL's advertising business, offers advertisers best-in-class solutions that leverage AOL's premier consumer brands like AIM, Moviefone, MapQuest, TMZ, AOL.com and more; TACODA's audience insights and behavioral targeting; and Advertising.com's industry-leading reach across multiple networks, including display, mobile, video, search and affiliate. Platform-A also includes Quigo, a leading site and content- targeted advertising business and ADTECH, a leading international online ad-serving business based in Frankfurt, Germany.

Source: Business Wire

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