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AOL acquires Pictela for undisclosed sum

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AOL announced Thursday that it has acquired Pictela, a New York-based digital advertising company. The terms of the deal were not disclosed.

Pictela, a startup company formed in 2009, provides a platform for distributing content including videos, photos, text and applications.

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“Pictela is an outstanding fit for AOL as we re-imagine the intersection of content, advertising and the consumer experience,” said Jeff Levick, AOL’s president of global advertising and strategy, in a statement released by AOL.

The deal follows the launch of AOL’s Project Devil display advertising format in September.

According to an AOL press release, Pictela will remain a separate entity within AOL Advertising and will continue to provide services to outside partners. It joins other strategic acquisitions by AOL in the last year, including TechCrunch, StudioNow, 5min Media and Thing Labs.

However, it is the first acquisition by AOL Advertising since AOL became an independent public company in December 2009.

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-- Abby Sewell

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