By Kenneth Li
By the end of next year, Platform-A, AOL's one-stop online
advertising shop, is expected to be available in the rest of
the world, the company said.
Brendan Condon, previously the head of the international
division of Advertising ad network, has been appointed head
of Platform-A International, the company said.
It was not immediately clear how many more employees AOL
planned to hire, but the company said it will open advertising
offices in regions where it currently operates websites, such
as Belgium, Switzerland, and Austria.
In the United States, AOL's Platform-A was the top display
advertising network in April, reaching 89 percent of the online
audience or about 171 million unique visitors, according to
comScore Media Metrix.
Platform-A currently reaches about half, or 125 million, of
Europe's online consumers, the company said.
The expansion is an extension of its work in the United
States to integrate a broad portfolio of advertising properties
to be able to offer advertisers a suite of services.
Although there are no current plans to sell the online
division of Time Warner, the company has held various
discussions with Microsoft Corp and Yahoo Inc over merging its
AOL division as it struggles to boost its ad sales.
AOL has purchased and operates companies that serve
European advertisers. But they operate mostly independently of
each other.
In February, AOL purchased buy.at, an online affiliate
marketing network based in London. Last year, it purchased
Frankfurt-based Adtech AG, which provides technology that lets
website publishers manage and report on their Internet ad
campaigns.
AOL also currently operates sites in 13 European countries
including the United Kingdom and Poland.
Condon, who will report to Platform-A President Lynda
Clarizio, will be based in London.
Dana Dunne will remain the head of AOL Europe, overseeing
its sites in Europe.
(Editing by Leslie Gevirtz)
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