AOL's PubAccess tool gives publishers control over which ads
appear and access to CPM sales, views of ad traffic and the sales force of
Advertising.com.
AOL has announced the second major initiative in a month designed to
help it evolve from its business model as a dial-up ISP into an advertising
company competing with Google, Yahoo and other online heavyweights.
The most recent twist is the announcement
April 9 that AOL's display advertising division, Advertising.com, would offer a tool
designed to allow smaller publishers to run ads from major publishers, but give
them a measure of control over what ads run as well as the ability to monitor
traffic to ads that are sold according to the size of the viewing audience,
rather than the number of clicks the ads generate.
AOL also bought the social networking site Bebo in March for $850
million to increase its slice of the social networking pie and add to its own
ad-space inventory.
Read the full story on Publish.com.