AOL are integrating three of their leading ad tech products and platforms into a single, unified stack, to be known as ‘ONE by AOL’, part of which will be released later this year. ONE will be sold as an enterprise solution and will be used by AOL as its dedicated programmatic platform. The platform will combine the teams and technologies behind Adap.tv, AdLearn Open Platform (an Advertising.com product) and Marketplace (an Adtech product), so ONE will be composed of:
Adap.tv: a programmatic platform providing buyers and sellers with automated tools to plan, buy, measure and optimize across linear TV and digital video, including through the use of third party apps.
AOP: a programmatic mobile and display platform, powered by AdLearn that allows advertisers and agencies to manage, optimize and analyze online marketing campaigns.
MARKETPLACE: a programmatic mobile and display platform that helps maximize the value of their non-reserved inventory.
AOL’s Chairman and CEO, Tim Armstrong and Bob Lord, CEO of AOL Platforms, made the announcement during a keynote presentation at ad:tech San Francisco 2014. Bob Lord, CEO, AOL Platforms, said, “Our industry has developed too many niche offerings and specialized services over the last 25 years, and chaos in ad tech is at an all-time high. The inefficiencies, ineffectiveness and expense of managing multiple teams, tools and metrics for display, mobile and video, across all devices, are stifling.”
“The holy grail of marketing is helping marketers understand how direct response and brand budgets can interact together,” he added. “With the goal of driving economic efficiencies and media effectiveness, ONE ensures that data drives media selection and allocation, pricing and creative. It is the integrator of media across every screen and the automator of decisions that have long not needed human attention. I believe a platform like ONE – that is open and that doesn’t discriminate – will win.”Also, AOL Networks will be rebranded as ‘AOL Platforms’.