AOL has announced it has entered into an agreement to buy online advertising firm Quigo.When the purchase is complete, the web services company will be able to offer contextual advertising that matches advertisements to the specific contents of a web page.
Quigo's AdSonar technology allows organisations to purchase adverts on websites based on specific keywords, sections, topics and pages.
It also offers firms a variety of means of promoting their product, including text, display and video-based marketing.
In September, AOL announced the formation of Platform-A, a digital display advertising platform which, according to the company, reaches over 90 per cent of the online audience.
Commenting on the new deal, AOL chairman and chief executive officer (CEO) Randy Falco stated: "With Quigo, we are putting the final pieces of Platform-A in place.
"We will be able to offer advertisers and publishers the most advanced set of tools, including contextual and behavioral targeting, superior analytics and access to the largest display network in the marketplace."
Mike Yavonditte, Quigo's CEO, added that the agreement with AOL is a "tremendous opportunity" for the firm and stated that it will allow it to "extend the reach of [its] display advertising network".
Earlier this year, AOL bought AdTech, a German-based network that delivers advertisements across the globe. It also purchased mobile ad firm Third Screen Media.
