Existing point solutions will roll up into a unified programmatic platform while still giving advertisers access to third-party solutions.
After much planning, AOL has launched ONE, an advertising platform that rolls up all of AOL’s ad tech brands into one access point for advertisers and agencies to manage programmatic ad buys.
The Adap.tv and AdLearn brands will consolidate as modules within ONE. For example, Adap.tv capabilities are now offered as ONE by AOL: Video and One by AOL: TV. The Gravity, Pictela, ADTECH, Marketplace by ADTECH brands will eventually be retired and as their functions are rolled into ONE. Convertro (to be offered as ONE by AOL: Attribution within the platform) will be the only point solution still offered as a standalone under its existing brand name.
ONE spans inventory access across all channels, including display, video and television and offers audience management, attribution and analytics tools. Aside from the simplicity of a single platform, another key differentiator is that ONE is an open platform. Customers can use AOL ONE’s full stack or select individual platform components and use them with third-party solutions and data sources while maintaining control of their own data.
“AOL’s mission has at its heart the ‘simplification’ of the digital space by unleashing the world’s best builders of culture and code, and today’s launch of ONE furthers that mission significantly,” said Tim Armstrong, Chairman and CEO, AOL.
The platform allows advertisers and agencies to shift marketing dollars among the breadth of digital channels in real-time by unifying the data coming in from campaigns running on all of those channels into a single interface.
About The Author
As Third Door Media’s paid media reporter, Ginny Marvin writes about paid online marketing topics including paid search, paid social, display and retargeting for Search Engine Land and Marketing Land. With more than 15 years of marketing experience, Ginny has held both in-house and agency management positions. She provides search marketing and demand generation advice for ecommerce companies and can be found on Twitter as @ginnymarvin.
(Some images used under license from Shutterstock.com.)
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