AOL Goes Vertical With New Devil Units

Two new formats aimed at entertainment, retail brands

AOL launched its oversized Project Devil ad unit in September 2010 as a way to attract brand dollars to the Web, in part by packing the premium placement with interactive apps. For example, a single ad could feature two or three apps, such as a video player or an ecommerce window.

Procter & Gamble and Verizon bought in early, but according to Sanjay Jain, CTO of AOL’s Pictela unit, over the last two years brands have been asking more options, such as vertical-specific capabilities. Now

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