AOL: Yadda, Yadda, Yedda?
In an interesting move, AOL made its second acquisition in a week by buying Yedda, an Israeli question-and-answer service with social elements.
The price for the start-up, founded in 2006, was not disclosed, although it recently raised $2.5 million. Last week, AOL confirmed it has bought the Quigo ad network at a price tag of upward of $300 million, a development we first reported in BoomTown.
The site automatically matches questions to related ones and topics and also to a wider pool of “expert” users. There have been a lot of sites in the genre, and Yahoo has had a genuine success with its own Answers product too, so it is a good arena for AOL to try to differentiate itself in.
I spent a lot of time at the Monaco Media Forum talking to Dave Morgan, newly installed as AOL’s EVP of Global Advertising Strategy. The former CEO of Tacoda, the behavioral ad network that AOL also snapped up, was bullish on AOL’s new prospects now that Time Warner has given Jeff Bewkes the nod as CEO.
We’ll see about that, of course, but it is nice to see the typically moribund AOL showing some signs of competitive energy.
(If you want to see Morgan in action, here below is a video interview Rafat Ali of paidContent did with him this week.)