AOL offloads Buy.at to Digital Window

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In something of a surprise move AOL has sold Buy.at, the affiliate marketing network it bought in early 2008, to UK network Digital Window. AOL acquired Buy.at for a rumoured $150 million but although sale terms have again not been disclosed this time round it’s fair to say it will be for substantially less that that.

Buy.at was operating as a wholly-owned business unit of Advertising.com, part of AOL’s Platform-A organization. Buy.at ‘special play’ of marketing on social networks does not appear to have come off as planned. buy.at is based in Newcastle, UK and NYC.

The purchase at the time was about AOL expanding globabaly but with the advertising sector in the doldrums, it’s clear this hasn’t all gone as planned.

In 2009 a majority stake of Digital Window was bought by the German-based media group Axel Springer AG and the Swiss-based communications group Publigroupe S.A. which also owns Berlin’s Zanox AG, a major performance-based online marketing network in continental Europe.

Here’s the release.

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  • http://www.pzyche.com Jason Duke

    Buy.at were amazing at recruiting and keeping the top UK affiliates which of course gave them the ability to recruit merchant clients by the dozen.

    Kevin, Steve, Tyson and Malcolm toiled hard in those early days and deserved their success. But it was the people that made the company great.

    My question is how well does a strong Geordie accent travel across the Atlantic, as without some of those (not so) dulcid tones would the business have been such a success prior to its sale to AOL?

  • http://corp.onebigplanet.com alastair

    Buy.at have already done a great job of getting their message across the pond – by hiring great people in North America.

    This sale seems like a reflection of AOL’s internal situation, rather than a reflection on how Buy.at is doing.
    I do hope their new owners ask Buy.at’s clients how they are treated, as by my own experience – they really go the extra mile and are the core of the company – not the platform.

    good luck Buy.at team – our fingers are crossed you all come out of this move stronger and happier.

  • http://www.pzyche.com Jason Duke

    Alistair,

    I agree this is more about AOL than Buy.at and am glad to hear that Buy.at in America is as succesful as Buy.at in Blighty.

    I am sure wherever the team go, whoever owns them and whatever they do, they’ll carry on building and delivering.

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  • Ilan Ben Menachem

    good luck Buy.at team – our fingers are crossed you all come out of this move stronger and happier.

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  • http://www.moreniche.com David - Affiliate Network

    It all seems to be going well for them…

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