To better serve its network of Web sites, AOL's Advertising.com has tapped rich-media shop PointRoll to measure the percentage of times an ad has been rolled over or clicked on, the companies said
Wednesday. The so-called "interaction data" will be automatically entered into Advertising.com's proprietary AdLearn measurement application, which site owners can access in real-time. The fortunes of
Time Warner's AOL unit have increasingly rested on the success of Advertising.com, which accounted for a 26% increase in ad revenue in the third quarter.