AOL just announced that it has acquired Buysight, a startup offering ad targeting and retargeting.
The startup will become part of the Advertising.com group, which includes AOL’s various ad platforms, such as Advertising.com, ADTECH, The AOL On Network, goviral, and Pictela. (AOL also owns TechCrunch.) In the acquisition press release, the group’s CEO Ned Brody said Buysight’s technology will be incorporated into AOL’s Adlens optimization technology.
Buysight was founded in 2008 and was previously called Permuto. One of the main features highlighted in both the press release and the startup’s website is its ability to do “dynamic creative optimization” — in other words, it’s not just using user data to target an ad, but also to tailor ad’s the content. It raised a total of $16 million in funding from investors including 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,” Brody said.
The terms of the deal are not being disclosed, but the press release said entire Buysight team will be joining AOL.