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AOL Launches Search Marketplace


AOL today announced the launch of the AOL Search Marketplace, which is available to select AOL advertisers giving them the chance to buy sponsored links specifically targeting the AOL search audience ( on® and within the AOL® client applications. The service, built on Google AdWords™ advertising technology, extends the suite of advertising solutions AOL can offer to marketers.

“Our advertising clients have told us they want the ability to target their search advertising to users of AOL Search, and now with AOL Search Marketplace we can offer this service,” said Mike Kelly, President, AOL Media Networks. “We have found that there is a significant impact when search and display campaigns are coordinated. The addition of the AOL Search Marketplace enables us to offer advertisers end-to-end solutions, everything from AOL to our industry leading third-party display network to video advertising and performance ads. This will let marketers better coordinate their advertising, and build greater efficiencies into their campaigns, with AOL.”

AOL® Search Marketplace uses a white-label version of Google AdWords, providing advertisers the ability initially to buy search advertising that solely targets the AOL Search audience on the AOL client applications and This service uses the same best-of-breed functionality, features and reporting that advertisers have come to expect from Google AdWords. Until now, advertisers did not have the ability to segment and optimize traffic coming from AOL.

The new AOL Search Marketplace is a result of the expanded five year strategic relationship AOL and Google entered into in December 2005. AOL test marketed AOL Search Marketplace with about 30 advertisers over the previous five months.

In addition, AOL also announced today several enhancements to AOL Search for both consumers and marketers.

– AOL Local Search ( Currently in beta, AOL Local Search incorporates technology from MapQuest, the Internet’s No. 1 mapping site, editorial from AOL’s CityGuide and geo-targeted advertising, to make it easy to find locations and reviews for local businesses, bars, restaurants, and more.

– AOL Shopping and Commerce Search ( AOL teamed up with new shopping partner,, to provide a highly relevant comparison search experience, giving consumers access to an extensive catalog of products and services.

The entire AOL Search network, which includes, AOL client applications, Netscape®, CompuServe® and others, attracts more than 36 million unique visitors each month. ¹ Additionally, last year, AOL saw its advertising revenue climb 41% compared with 2005. Ad revenues for Q4 2006 were up 49% from Q4 2005.


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