Shares of online promotions solutions provider Netcentives (Nasdaq: NCNT) soared more than 10 percent on Monday, gaining 6-3/8 to 68-1/4 after the company announced that America Online will become a shareholder. In addition, Netcentives’ customer-rewards technology will be the exclusive support infrastructure for AOL AAdvantage, a new consumer rewards network launched by America Online and American Airlines.
NetCentives will also team up with America Online to create a rewards program for users of AOL’s ICQ messaging service.
This news could be a boost for the entire online promotions sector, which also includes companies like MyPoints and Webstakes. After all, if more investors start viewing these companies as e-commerce infrastructure plays, their stocks could climb.