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Follow UsSAN FRANCISCO, USA: AOL Inc. unveiled its plans for a new global programmatic advertising platform for brands, agencies and publishers. ONE by AOL will leverage the teams and technologies behind Adap.tv, AdLearn Open Platform (AOP) and MARKETPLACE to drive powerful brand insight and action across all screens including TV, formats and inventory types.
"AOL has spent the last four years building platforms to facilitate the efficient and effective flow of advertising dollars to digital," said Tim Armstrong, chairman and CEO, AOL.
"We build brands - our own, and those of more than 22,000 publishers in our global network and the thousands of marketers we work with daily to help them accomplish their business goals in today's fast moving, dynamic market. On the platforms side of our business, as machines automate more media decisions across TV to digital, we are well-positioned to help advertisers, agencies and publishers realize the true value of data-driven advertising."
Bob Lord, CEO, AOL Platforms added, "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," said Lord. "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."
ONE - a single, unified platform
ONE will be the first platform that empowers brands with a holistic view of the consumer's journey through the marketing funnel, and makes that insight actionable, in real-time on the platform. Development on ONE is underway and customers will be able to start using portions of the platform later this year.
The single, unified platform takes media planning and management to a new level, with predictive analytics that provide immediate insights on metrics like reach, frequency, and performance, and post-campaign insights that look across all screens and formats to deliver immediate impact on brand metrics.
It is completely format, screen and inventory agnostic - from video, display and TV, to tablet, desktop and mobile devices, to reserved and non-reserved inventory across AOL or any other publisher or media source.
ONE will be sold as an enterprise solution. ONE will also be used by AOL as its dedicated programmatic platform.
"Our mission is to foster an open, global ecosystem that simplifies digital adverting, enabling customers to efficiently leverage the entire technology and data ecosystem," said Lord.
"Customers who have a commitment to an external partner for a piece of the ad tech stack will be able to integrate and plug that solution into our platform giving advertisers and publishers alike incredible flexibility with elements like data and attribution to join and manage all of their investments on a single platform in real time."