Does AOL Know How to Profit Off HuffPo Purchase?

Digital buyers see vast editorial potential in AOL’s acquisition of The Huffington Post. But the ad sales side of the deal makes them scratch their heads.

Several buyers noted that a big part of HuffPo’s success has been the company’s embrace of technology to drive editorial decisions, i.e., deciding what stories and headlines will receive promotion on the site based on what users are responding to—often in real time.

That’s very much in line with AOL’s philosophy.

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