AOL Gathers European Operation Under Platform-A Umbrella

After consolidating its ad businesses under the Platform-A roof last year, AOL has collected its European ad operations in the same way. As the company looks beyond the U.S. to build ad-related revenues, it expects the move to create growth in its publishing and social networking businesses as well. Eventually, executives said, the integrated ad network’s operations will stretch across the globe.

“We’re doing what we did in the United States… aligning the sales organization and sales efforts,” said Platform-A President Lynda Clarizio. By rolling up its European ad operations, the company allows advertisers and agencies to work with one account team, submit one insertion order and view one report for campaigns, she explained. “The Advertising.com business, the network business of Platform-A has been in nine countries in Europe already,” she added.

“It’s most efficient to provide what our customers want: the ability to book campaigns globally, and see reporting globally,” said Clarizio.

Platform-A launched in September 2007 in the U.S., and includes AOL’s ad network behemoth Advertising.com, behavioral targeting firm Tacoda, mobile ad network Third Screen Media, contextual ad network Quigo, Germany-based ad management firm AdTech, and affiliate marketing firm Buy.at.

“We’re looking to expand in both existing and new markets, and increase market coverage,” said Brendan Condon, who will head Platform-A’s International outfit from London. The anticipated growth will result in the hiring of new sales staff, and the opening of advertising offices in countries such as Belgium, Switzerland, and Austria, he told ClickZ News.

Condon, formerly managing director of international at Advertising.com, will continue reporting to Clarizio. Platform-A International has over 300 employees in Denmark, Finland, France, Germany, Netherlands, Norway, Spain, Sweden and the UK.

Currently, AOL’s European ad inventory encompasses sites based mainly in Western Europe, along with some in Poland. AOL says its network reaches more than half of the population in Europe, or 125 million Web users according to April figures. The company has begun building up its non-owned properties, in part through its acquisition of U.K.-based international affiliate network buy.at earlier this year. Condon expects the firm to continue to broaden its non-U.S. publisher and inventory base.

In addition to its own Web sites in 13 European countries, much of AOL’s non-U.S. inventory comes from recently-acquired Bebo, a social network popular in the U.K. When AOL purchased the firm in March, execs stressed the significance of combining Bebo’s audience with Platform A’s display ad targeting capabilities.

Eastern expansion is also in the cards for Platform-A, according to Condon. “We do not currently have a large presence in Eastern Europe; that will be one region in which we will look to expand,” he said. The company plans to branch out beyond Europe by the end of 2009.

Jack Marshall contributed to this report.