AOL and Google renew partnership to provide marketers with more value
Published September 03, 2010
While Microsoft and Yahoo recently aligned to serve a broader search audience, AOL and Google have renewed their partnership as well. The updated alliance may enhance the value of digital marketing campaigns reated for AOL.
Announced on Thursday, Google and AOL extended their current partnership for five years, while also expanding on the services they provide each other. Google will enhance AOL's search as well as introduce a series of "best-in-class" display ad formats, enabling marketers to target consumers with more relevant advertisements. Meanwhile, AOL will bring its content to Google sites, such as YouTube.
AOL hopes the agreement will help revive and broaden the influence of its brand globally. "Today is another important step in the turnaround of AOL," Tim Armstrong, AOL's chairman and CEO, said in a press release. "AOL users will be getting a better search and search ads experience from the best search company in the world - Google."
The expanded partnership comes at a time when AOL may truly need it. According to a recent Nielsen report, the number of search queries conducted on AOL has dropped 38 percent year-over-year.