AOL to buy Web ad tracker Tacoda
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AOL, a Time Warner Inc. unit, agreed to buy closely held Tacoda for technology to place Internet ads based on consumers’ online behavior.
New York-based Tacoda Inc. plans to track how users view AOL and its partner websites to come up with more targeted ads tied to those preferences. The purchase price is $200 million to $300 million, Dulles, Va.-based AOL said.
The acquisition would be the third this year aimed at boosting AOL’s advertising to make up for declining revenue from Web access service.
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