AOL snaps up advertising company Buysight

Looking to hone its advertising savvy, the Web giant acquires a startup with know-how on online ad targeting and retargeting.

AOL upped its advertising cache today by announcing that it bought Buysight, an ad company that focuses on retargeted and intent-based targeted advertising.

Buysight will be folded into AOL's Group. This group works on ad technology for desktop, mobile, tablets, and Internet connected televisions.

"We strongly believe that both brand and performance display, as well as mobile and video campaigns benefit from dynamic, targeted creatives and messaging," Group CEO Ned Brody said in a statement. "The acquisition of Buysight brings proven Dynamic Creative Optimization and machine learning capabilities which will further enhance AdLearn, our market-leading optimization engine."

Buysight was founded four years ago in Sunnyvale, Calif. The goal of the company was to use online data and make tailored ads that would drive consumers to buy retail items. Buysight would do this by retargeting previous site visitors and targeting new shoppers that fit into the company's data profiles for various products.

The terms of the deal were not disclosed.

About the author

Dara Kerr, a freelance journalist based in the Bay Area, is fascinated by robots, supercomputers and Internet memes. When not writing about technology and modernity, she likes to travel to far-off countries.


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