April 7, 2007
More On AOL’s Search Marketplace
As Danny noted, AOL is launching a new program for advertisers to buy Google AdWords directly from AOL. But AOL Search Marketplace, as the new program is known, goes beyond simply white-labeling Google sponsored listings.
"We're allowing advertisers to specifically customize their campaigns on AOL search," said Dariusz Pacsuski, Vice President, Search Products, AOL Platforms. Pacsuski said that AOL has done significant research with advertisers, who told the company in no uncertain terms that they wanted more choice and more control over their campaigns.
AOL Search Marketplace uses a white-label version of Google AdWords, providing advertisers the ability to buy search advertising that solely targets the AOL Search audience on the AOL client applications and AOL.com. Until now, advertisers did not have the ability to segment and optimize traffic coming from AOL.
