AOL buys Pictela platform for branding content delivery


The move will allow AOL to distribute high-definition branding content across online advertising and social media and add to the company’s suite of ad tools for advertisers, agencies and publishers, including the company’s new Project Devil display ad format which AOL plans to roll out in Canada soon. The Pictela platform delivers videos, photos and apps in real time across the Web in a range of formats that meet IAB and OPA standards.

Pictela will remain a separate group within AOL Advertising in NYC, and will continue to provide its products and services to outside customers including Glam Media, Hearst and others. Pictela joins other strategic acquisitions made by AOL in 2010 including StudioNow, 5min Media, TechCrunch and Thing Labs.

All content in a Pictela unit can be navigated without the user leaving the page. Content can be updated instantly during a campaign, based on data from analytics that measure impressions, interactions and time spent across both paid and shared placements.