AOL-HuffPo: A Lot Of Scale—But Will Advertisers Care?

©IDG Communications, Inc. Photo contributed by Matthew Mikaelian.

Paidcontent, 2/7/11

The surprise $315 million union of AOL (NYSE: AOL) and The Huffington Post offers some truly monumental scale, with the new Huffington Post Media Group boasting a reach 117 million American internet users and 270 million globally. Both sites have already had relatively enormous scale, by most standards. So it’s worth asking what’s in it for the advertisers?

In talks with several online ad observers and agency execs, the first reaction was that this solves a content problem first. If it addresses AOL’s advertising, it’s not that clear.

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