A MediaPost article takes a look a closer look at the advertising portion of the recent Google/AOL deal. It includes comments from Mike Kelly, the president of AOL Media Networks, who says that one of the primary benefits of the Google/AOL arrangement from an advertising perspective will allow AOL's sales staff the ability to sell search ads just on AOL properties, something that's currently not possible.
"It's definitely a plus for marketers to have the flexibility to buy on AOL alone," said Joshua Stylman, managing partner at Reprise Media.
Gregg Stewart, senior vice president, channel management and marketing at Fathom Online, agreed. "Marketers will always want to go for precision if given the opportunity."
Marketers have long said anecdotally that AOL search converts at a higher rate.
More in the article: AOL: Google Deal Will Boost Search.