America Online Buys Remainder of Marketing Firm

America Online Inc. Tuesday acquired total ownership of Digital Marketing Services, Inc. (DMS), a marketing company in which it previously held a majority stake.

DMS is a market research firm co-founded by AOL and the M/A/R/C Group, Inc. and serves as the exclusive provider of the AOL Rewards program, as well as online research brand and service Opinion Place.

DMS will operate as a wholly-owned subsidiary of AOL, but other terms of the acquisition were not disclosed.

DMS founder Dennis Gonier will remain president of DMS and will also become senior vice president of America Online, working in its interactive properties group.

“By moving the AOL-DMS relationship to the next level through this acquisition, we will strengthen our position as the leading provider of online marketing programs and online research services,” said Ted Leonsis, president of AOL Interactive Properties.

“The AOL-DMS combination will provide a powerful alignment of resources and customized offerings for the audience and partners of each of our brands.”

This week has been a busy one for AOL investment. On Monday the company bought a stake in Chinese portal China.com.