Planning multimedia advertising campaigns is far more complex than it used to be

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(Continued) The RFS Newsletter, Jan. 20, 2007. Page 8
AOL's acquisition of TradeDoubler must also receive approval from competition authorities. The two companies expect the deal to close in February 2007. AOL's proposed acquisition follows a turnaround in its strategy. The company recently divested itself of its ISP businesses in Europe, with a plan of offering its content services for free, supporting the business with advertising. AOL is also offering to manage online advertising sales and supply editorial content for ISPs' portals.

In other developments on Tuesday, as you probably know by now, planning multimedia advertising campaigns is far more complex than it used to be just a few short years ago. However, media planners would still much prefer to keep things as simple as they can.

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