AOL buys Pictela
By Adnews Staff
AOL has acquired Pictela, a company that specializes in "high-definition" online advertising distribution and social media activities. Pictela will operate as a separate group within AOL Advertising of New York. No financial details are available. According to AOL, the purchase is part of the company's Project Devil initiative, which will bring new forms of rich-media advertising to its online properties. AOL plans to debut Project Devil ads in Canada by the end of the first quarter of 2011. "Our Canadian clients will immediately feel the benefits of Pictela's beautiful, content rich, media display formats, which meet Interactive Advertising Bureau and Online Publishers Association standards," said Graham Moysey, general manager of AOL Canada. "Pictela ads will be seen on AOL Canada properties and will further enhance the consumer experience as we continue to evolve the intersection between content and advertising."