AOL acquires Pictela, rounds out ad lineup

Since becoming independent from Time Warner, AOL has focused on smaller acquisitions instead of the big deals such as Bebo that historically have been a disaster.

AOL said Thursday it will acquire Pictela, a startup focused in high-definition advertising.

In a statement, AOL said the deal will round out its advertising tools, which include a new display ad format dubbed Project Devil.

Pictela, based in New York, will be a separate group housed within AOL Advertising. The company offers ads via video, photos and applications. Pictela's wares will initially be seen on AOL Canada properties.  AOL said Pictela, which counts Yahoo, Hearst, Glam Media and a host of others as partners, will continue to provide services to third parties. Pictela focuses on the retail, consumer packaged goods and automotive markets among others.

Terms of the deal weren't disclosed. Since becoming independent from Time Warner, AOL has focused on smaller acquisitions instead of the big deals such as Bebo that historically have been a disaster.

AOL has acquired StudioNow, 5min Media, TechCrunch and Thing Labs in addition to Pictela.

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