Gannett Co., which operates 23 television stations and 85 newspapers in the U.S. including USA Today, has signed on to AOL's Platform-A as its digital advertising partner. More specifically, it'll be using Platform-A's Adtech, marking the U.S. debut of the formerly Europe-only division.
When the deal has rolled out completely, it'll encompass all of Gannett's local news markets for both print and broadcast, USAToday.com, and other Web properties that the company owns. No target date was provided. But it's a big deal for AOL, considering the reach of USA Today as well as the opportunities for local ad targeting. According to Nielsen, Gannett's Web properties have 25 million unique visitors per month.
"We selected Adtech because their top tier technology will allow us to seamlessly execute and deliver for advertisers at both a local and national level," Chris Saridakis, Gannett's chief digital officer, said in a release from the two companies. "With the Adtech platform, advertisers of all sizes will be able to easily reach our affluent, active online audience, whether it's through broad national campaigns, audience segmentation, or locally targeted campaigns."
AOL acquired the Germany-based Adtech last year. The company has been doing business in Europe for about a decade.
Representatives from Facebook confirmed to CNET News.com on Wednesday morning that the company will be making a significant advertising-related announcement in two weeks. This coincides with the AdTech new-media marketing conference.
"Facebook has invited some of its closest advertisers to an event on November 6 in New York," a statement from the company read. "As part of it, Facebook executives will discuss new approaches for advertising online. We are not sharing any further details."
Invitees to the event were asked to be discreet about details, but at least one person leaked the information to AllFacebook.com blogger Nick O'Neill, who promptly posted it with the observation that November 6 is one day after the rumored date of the much-discussed "Google platform" launch. Additionally, O'Neill wrote, Facebook trademarked the word "SocialAds" in September.
Radar Online, an unusual player in the tech gossip field, went one step further and published a reported list of "Landmark Partners" in Facebook's new ad strategy--allegedly, this list consists of Apple, CBS, Chase, Coca-Cola, Conde Nast, General Motors, Nike, Sony and Verizon. According to Radar Online, being a "Landmark Partner" with Facebook came with a price tag of at least $300,000.
At the same time, speculation over whether Microsoft or Google will acquire a significant stake in Facebook has reached a fever pitch. On Wednesday, New York Post reporter Peter Lauria said multiple sources had indicated a down-to-the-wire battle for the coveted deal, and that we may see results within the next 24 to 48 hours.
Facebook representatives said they have not yet issued a statement on that.
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