Time Warner Inc.'s Internet services group AOL has moved to expand its online advertising system  Platform-A in Europe, continuing a restructuring plan that saw April layoffs of about 100 people from the business unit, the company announced Friday. AOL aims to gather a larger share of the European display ad business through a realignment of its companies in the region, which have been largely operated independently, and by next year plans to increase Platform-A's presence globally. AOL Web Advertising System Platform-A Expands In Europe Platform-A is an advertising network AOL created in September 2007 to combine ad sales for all its Web sites and network properties, that had previously consisted of separate sales groups from Tacoda, which offers audience insight and behavioral targeting services, and AOL Network sales, before a December 2007 consolidation move. "By bringing Platform-A to Europe, we can offer advertisers the best marketing tools and technologies available to help them effectively and efficiently deliver their messages to online audiences across Europe," said AOL chief executive and chairman Randy Falco in a statement the former Internet provider released Friday. "This builds on AOL’s strong presence in Europe, and positions AOL for growth in three key areas – publishing, people networks, and our advertising network," Falco added. AOL said its publishing network in Europe included Web properties operated in 13 countries in the region, such as Frankfurt, Germany-based online ad campaign management and reporting firm Adtech AG, which it acquired last year, Advertising.com and its presence in nine European countries, and London-based affiliate marketing network Buy.at, which it purchased in February. Bolstering AOL's European Presence In April Platform-A president Lynda Clarizio began a push to improve AOL's one-stop online ad shop that included the job cutbacks, and the alignment announced Friday is aimed at further bolstering the company's  presence in Europe. AOL said that Platform-A's global business, which is based in nine countries throughout Europe, has more than 300 employees operating in Denmark, Finland, France, Germany, Netherlands, Norway, Spain, Sweden and the U.K. "No other network can offer the reach, relevance and richness of Platform-A," Clarizio said in Friday's statement. "Advertisers will be able to use the most advanced optimization technology and behavioral targeting, combining AOL’s premium inventory with Advertising.com’s network, including social media, affiliate marketing, search, video and mobile. This will be possible with one insertion order and one point of contact. We’re launching this in Europe today and by the end of next year, it will be available around the world," Clarizio added. Expected To Reach 125 Million Online Users AOL said Friday that Brendan Condon, former head of Advertising.com’s international business, had been chosen to lead Platform A's operations internationally from London, reporting to Clarizio. Condon, who spent 18 years at Time Inc. before joining AOL in 2002, had previously served as senior vice president of finance and operations at AOL Media Networks. During April Platform-A was the top network for online display ads in the United States according to comScore, reaching some 171 million unique visitors, or 89 percent of the total audience, AOL said. Platform-A is expected to reach some 125 million Web consumers, which represents more than half of Europe's online audience according to April figures from Reston, Virginia-based Web traffic measurement firm comScore, and AOL said that it will open offices in Belgium, Austria, Switzerland and other regions. AOL Web Advertising System Platform-A Expands In Europe The new organization will include mobile ad delivery by Third Screen Media, behavioral targeting by Tacoda, and contextual search by Quigo, AOL said. Quigo is a privately owned search  engine marketing company headquartered in New York, headed by chief executive Michael Yavonditte. Under the new plan AOL Europe will remain headed by Dana Dunne, where Falco said he will continue to play an important role. "Under Dana’s leadership, AOL has successfully made the transition from an access business to an ad-supported Web business, while greatly expanding our audience reach throughout Europe with the launch of several new portals," said Falco in the Friday announcement. "A thriving owned and operated network is key to the success of Platform-A in Europe, and I’m looking forward to Dana’s continued leadership as we grow the size and engagement of our European audience," added Falco. During recent years AOL has spent about $1 billion acquiring seven online ad specialty firms, all of which will be included in the Platform-A integration plan announced Friday as part of the company's latest effort to help the group succeed. AOL has said that Platform-A is very important to the firm's future success. Related Links:
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9:41 pm on June 6, 2008 (utc 0)