AOL to Launch Ad Platform BidPlace in 2009
AOL is the latest Web media giant to get into the ad exchange business. The company’s ad network-centric division Platform-A announced on Sept. 23 the launch of BidPlace, a new open platform where any advertiser can bid on and purchase inventory across the group’s vast network of Web sites.
BidPlace, which will debut in early 2009, has been designed to be a self-serve marketplace where brands large and small can purchase ad inventory in a variety of ways, including on a CPM or cost-per-acquistion basis.
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