In my 2007 Predictions I predicted
�Only few main behavioral network players will be left and some of the existing ones with poor networks will either go out of business or be sold.�
Well, since then we have seen consolidation in this market earlier this year, Google-Doubleclick, MSN-Aquantive, Yahoo-Rightmedia now the latest is AOL-Tacoda.
According to NYPost�s article Aol has an Eye on Your Business, AOL is moving into the behavorial-targeting ad market with a deal to purchase Behavioral Targeting Firm Tacoda.
�Tacoda, which will operate as a wholly owned AOL subsidiary, is one of several online ad firms that use "behavioral targeting" techniques to track Web surfers' habits. Through its so-called "Audience Network," Tacoda helps marketers tailor ads to individual users for such things as cars or computer equipment. �
��While not referring to any company in particular, [Andy] Falco did concede to The Post that Tacoda "did have other choices, but they choose to come to AOL."
I am sure this puts Revenue Science (Tacoda�s biggest rival) in sort of an odd position because AOL was one of their biggest customers and were probably competing with Tocoda to be acquired by AOL.
Next acquisition target: Revenue Science. We will have to wait and see who buys them? Any takers? Valueclick?
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