AOL to serve digital ads for 'USA Today' parent company
Adtech, a company acquired by AOL last year and grouped into its Platform-A division, will serve the ads for Web sites owned by the Gannett media group.
Gannett Co., which operates 23 television stations and 85 newspapers in the U.S. including USA Today, has signed on to AOL's Platform-A as its digital advertising partner. More specifically, it'll be using Platform-A's Adtech, marking the U.S. debut of the formerly Europe-only division.
When the deal has rolled out completely, it'll encompass all of Gannett's local news markets for both print and broadcast, USAToday.com, and other Web properties that the company owns. No target date was provided. But it's a big deal for AOL, considering the reach of USA Today as well as the opportunities for local ad targeting. According to Nielsen, Gannett's Web properties have 25 million unique visitors per month.
"We selected Adtech because their top tier technology will allow us to seamlessly execute and deliver for advertisers at both a local and national level," Chris Saridakis, Gannett's chief digital officer, said in a release from the two companies. "With the Adtech platform, advertisers of all sizes will be able to easily reach our affluent, active online audience, whether it's through broad national campaigns, audience segmentation, or locally targeted campaigns."
AOL acquired the Germany-based Adtech last year. The company has been doing business in Europe for about a decade.