A day after it announced it would acquire Third Screen Media, a mobile ad technology provider, AOL has now acquired a controlling interest in ADTECH, a German ad network with display ad and e-mail marketing capabilities. ADTECH, like Third Screen Media will be rolled into AOL's Advertising.com business.
While it has been building up its search advertising capabilities through its partnership with Google, AOL has also been building up its non-search ad options, mostly through Advertising.com, which it acquired in 2004. The move is an extension of the strategy AOL embarked on last summer, in which it began moving away from its roots as a dial-up service provider to become an ad-supported media network.
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