The AOL Search Marketplace will allow advertisers to choose to purchase search ads that will only appear on the AOL network. AOL and Google have made a deal that will allow AOL to use the white-label version of the Adwords system. This is an extension of the partnership of the two companies that began in 2002 and was later renewed in 2005.

Previously, advertisers would purchase ads that would appear on both AOL and Google and could not differentiate the effect of their ads on each. With this new AOL feature, advertisers can now track the effectiveness of their ads specifically on AOL. AOL plans to expand their market with a full suite of online advertising solutions.