AOL Eschews DoubleClick for In-House Ad-Serving System

Authored by Mark Hefflinger on March 18, 2009 - 9:23am.

New York - In what many consider a major milestone in its evolution to an advertising business model, Time Warner's (NYSE: TWX) AOL said that it no longer will rely on ad serving technology from Google's (NASD: GOOG) DoubleClick, instead switching to an in-house system developed by AdTech, which the company acquired two years ago as part of its Platform-A business.

AOL had been among DoubleClick's largest clients, and the move is expected to save the company millions of dollars.

"Bringing our ad serving technology in-house was one of the most complex technological challenges we've undertaken, and now that our project is complete, our systems can deliver ad campaigns faster than our former DoubleClick solution," said AdTech CEO Dirk Freytag, who has been promoted to senior vice president of Platform-A.

AOL will utilitze AdTech to deliver display, video and mobile ads across its MediaGlow properties and third-party networks.