AOL is an American web portal and online service provider based in New York City. It is a brand marketed by the current incarnation of Yahoo Inc. The service traces its history to an online service known as PlayNET. PlayNET licensed its software to Quantum Link, who went online in November 1985. A new IBM PC client launched in 1988, eventually renamed as America Online in 1989. AOL grew to become the largest online service, displacing established players like CompuServe and The Source. By 1995, AOL had about three million active users. AOL was one of the early pioneers of the Internet in the mid-1990s, and the most recognized brand on the web in the United States. It originally provided a dial-up service to millions of Americans, as well as providing a web portal, e-mail, instant messaging and later a web browser following its purchase of Netscape. In 2001, at the height of its popularity, it purchased the media conglomerate Time Warner in the largest merger in U.S. history. AOL rapidly shrank thereafter, partly due to the decline of dial-up and rise of broadband. AOL was eventually spun off from Time Warner in 2009, with Tim Armstrong appointed the new CEO. Under his leadership, the company invested in media brands and advertising technologies.