AOL’s Advertising.com Unit Acquires Buysight
AOL has acquired a startup that offers ad targeting and retargeting called Buysight. Buysight will be integrated into the Advertising.com group, which includes the company’s other properties like ADTECH, The AOL On Network, go viral, and Pictela. In the press release of the acquisition, the Advertising.com CEO Ned Brody said that Buysight’s technology will be integrated with AOL’s Adlearn optimization technology.
Buysight was founded in 2008 and was previously known as Permuto. Buysight raised a total of $16 million in funding form Onset Ventures, Rembrandt Venture partners, Reid Hoffman, and Jeff Clavier.
“The acquisition of Buysight brings proven Dynamic Creative Optimization and machine learning capabilities which will further enhance AdLearn, our market-leading optimization engine, and its ability to provide brands and performance marketers a comprehensive and integrated optimization solution across channels,” stated Brody.
The terms of the deal have not been disclosed. Brody said that Advertising.com has already started running Buysight campaigns. Buysight will likely be maintained as a separate brand.