Behavioral ads, which are relevant based on a person's online behavior, are the next phase of online advertising.Yahoo launched SmartAds, which combines behavioral information with demographic information in ad serving.
Behavioral targeted ad spending is projected to nearly double next year to $1 billion and then nearly triple to $3.8 billion by 2011, according to research firm eMarketer.
Consolidation is ripe in the market.for $3.1 billion; for 80 percent of Right Media it didn't own; ; and for nearly $650 million.
This is the latest ad-related purchase for AOL. The company acquired mobile advertising company Third Screen Media and AdTech AG, a Germany-based online ad-serving company this year. AOL purchased video ad firm Lightningcast last year and Advertising.com, the largest third-party display ad network, three years ago.