AOL to pay £458m for TradeDoubler
AOL is set to buy European online affiliate marketing company TradeDoubler for £458m in cash.
The directors of TradeDoubler have unanimously recommended that its
shareholders accept the offer from the Time Warner-owned company, a
stablemate of magazine publisher IPC.
TradeDoubler, which is headquartered in Sweden, operates in 18 European
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Randy Falco, global chairman and chief executive of AOL, said that
TradeDoubler would fit in well with its third-party advertising network,
Advertising.com
AOL acquired display advertising network Advertising.com, one of the
largest in the US and with a presence in eight European countries, in
2004. TradeDoubler was founded in 1999 and specialises in affiliate
marketing, whereby each affiliate is rewarded for a visitor, subscriber,
customer, or sale provided through its own site.
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