AOL has picked up Pictela, an NYC-based startup that offers a platform capable of injecting branded rich media such as video, photos and apps directly into various online advertising and social media. The terms of the acquisition were not disclosed (update: WSJ says about $20 million).
AOL hopes the purchase will bring scale to its suite of advertising tools for advertisers, agencies and publishers, including the company?s new Project Devil display advertising format - which it intends to roll out across all AOL Media sites by March 31, 2011.
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