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AOL will, of course, be out selling these units to run across its own mobile sites and apps, which amassed 28 million unique visitors in March, according to ComScore. But part of the approach, as with the desktop display ads, will involve selling the Pictela technology to other publishers based on an ad-serving fee model. Mr. Rogers wouldn't reveal exact pricing, but said "we're priced very aggressively to scale." He said fees will be lower than what custom, rich-media competitors charge, but higher than fees for ad-serving that don't contain rich media.