10e20 Blog

Back in early April, I spoke to Pete Barlas about the deal AOL had struck with Google to give advertisers a white label version of AdWords. This new arrangement was significant because it would allow advertisers to target only AOL audience members. The article titled, AOL The First In Google Search Ad Network Allowed To Sell Own Ads, ran yesterday in Investor’s Business Daily and here is one of my quotes:

Following up on a deal struck in 2005, AOL last month began selling AOL-branded versions of Google’s search ads, giving advertisers an opportunity they never had before. It’s an opportunity many appear be eager to take, says Chris Winfield, president of 10e20, which helps companies place ads online.

“It’s really exciting for advertisers to be able to advertise directly with AOL because the quality of traffic the quality of the conversions there is much higher than in other places,” he said.

I go on to give some other thoughts and Pete does a nice job of giving a good overview of the deal, what it means for advertisers, investors and what other types of sites are in Google’s network. The article also quotes Danny Sullivan, Chris Zaharias from Efficient Frontier and others. Click here to see the full version of the article online.

The product is called the AOL Search Marketplace and you can get a good graphical overview by clicking on the image below (pop-up courtesy of AOL). In addition, Chris Sherman has a good write-up here about the details.