Behavioural targeting firm Wunderloop wins AOL deal

Wunderloop beat Revenue Science to land the AOL UK contract. Michael
Steckler, the newly appointed managing director of AOL UK, said there
was no conflict in working with the two firms.

"We see Tacoda as a very large ad network, which happens to have a
behavioural targeting platform," he said. "We don't see a conflict in
working with Tacoda and Wunderloop. We have a very valuable user base
and need to take the business forward with ever more relevant ads and
better segmentation to offer advertisers. AOL very much looks at
tailoring things to local markets and we have an aggressive plan to roll
this out to advertisers and agencies."

AOL bought Tacoda in July for an undisclosed sum. The purchase added a
network of websites to AOL's portfolio and brought with it behavioural
targeting technologies, allowing advertisers to better target
consumers.

Wunderloop's UK managing director, Donald Hamilton, said that he hopes
to secure more contracts throughout Europe, as AOL continues to roll out
country-specific portals. He said Wunderloop offers consumers relevant
editorial, as well as advertising.

AOL continued its drive into Europe last week with the launch of an
Italian portal. The portal is driving its content business, following
the sale of its UK ISP business to The Carphone Warehouse.