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AOL buys Pictela's HD content marketing platform

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Ailing internet outfit AOL has flung some cash at advertising technology today, with the acquisition of Pictela.

Financial terms of the ad deal, the first of its kind since AOL was divorced from parent company Time Warner, were kept secret.

"We’ve taken one important step towards spotlighting quality ad content with Project Devil on AOL Media properties, and now we’re taking a second by bringing Pictela into the AOL Advertising family,” said AOL's global ad and strategy president Jeff Levick.

Since being set adrift by Time Warner, AOL has splashed cash on StudioNow, 5min Media, TechCrunch and Thing Labs in an effort to realign its struggling internet business.

New York-based Pictela, which describes its product as a "high definition content marketing platform", will operate as a separate entity within the AOL Advertising business.

AOL said it would continue to provide its products and services to outside partners, which include Yahoo! and Microsoft. ®

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