WebProNews

Quigo and its AdSonar network became the latest in a string of advertising company acquisitions made by AOL in 2007. One might think that AOL has plenty of contextual ad-matching capabilities with its Google partnership, but that hasn't stopped them from picking up a smaller firm offering a similar service.

AOL announced it would purchase Quigo for an undisclosed sum. Quigo touts its AdSonar technology that lets advertisers purchase ads on websites based on specific pages, sections, topics or keywords.

The deal also brings AOL a search engine marketing business. Quigo owns FeedPoint, which offers PPC, paid inclusion, and comparison shopping services.

Quigo joins Tacoda, Adtech AG, and Third Screen Media, the latter a mobile advertising company, as 2007 purchase by AOL. Randy Falco, chairman and CEO of AOL, said in a statement that Quigo will help them "put the final pieces of Platform-A in place." Platform-A represents the advertising services AOL will offer marketers seeking display ad options.