As John Battelle notes, the embargo on AOL’s deal to white label Google’s AdWords system and sell ads direct on its own has been broken. It’s no surprise this was coming. A white label deal was announced back in December 2005 when AOL renewed with Google:

Under the strategic alliance, Google and AOL will continue providing search technology to AOL’s network of Internet properties worldwide. The agreement’s broad range of new features for users and advertisers include:

• Creating an AOL Marketplace through white labeling of Google’s advertising technology – enabling AOL to sell search advertising directly to advertisers on AOL-owned properties;

Finally, AOL is moving ahead with what was promised. John has a release and more details from AOL. You can also see a Reuters article here. Chris Sherman was working on our article about this for Monday’s planned release date, so we’ll either update this post with more or push fresh news out then.

Related Topics: AOL: Search Marketplace | Google: AdWords | Google: Partnerships

About The Author: Danny Sullivan is editor-in-chief of Search Engine Land. He’s a widely cited authority on search engines and search marketing issues who has covered the space since 1996. Danny also oversees Search Engine Land’s SMX: Search Marketing Expo conference series. He maintains a personal blog called Daggle (and maintains his disclosures page there). He can be found on Facebook, Google + and microblogs on Twitter as @dannysullivan. See more articles by Danny Sullivan