Menu
AOL rolls out 'One' programmatic-advertising tool to rule them all

AOL rolls out 'One' programmatic-advertising tool to rule them all

The new, unified platform incorporates existing AOL brands including Adap.tv and Convertro

Few would deny the life-simplifying appeal of a one-stop shopping experience, and that's just what AOL aims to offer brands in the world of programmatic advertising. The company's new One by AOL platform, unveiled on Tuesday, promises a consolidated and holistic view of brands' marketing expenditures and performance across all screens, including TV.

Incorporating existing AOL brands including Adap.tv and Convertro, the new, unified platform offers brands simplification and a single view of the consumer, AOL said. Media, creative, audience management and attribution are integrated with buying tools for all channels -- display, mobile, video and TV -- with an eye toward giving advertisers more control. In particular, advertisers can shift marketing investments in real time to the most effective tactics, AOL said.

"One allows advertisers and agencies to use data as the foundation of their marketing strategy, looking at consumers through a single, media-agnostic lens, from Web to TV," said Bob Lord, president of AOL, in the company's official announcement. "Connecting audience data to media exposures throughout the purchase path lets brands accurately measure return on their marketing dollars."

Competing vendors include Google and Facebook, both of which also aim to help marketers track consumers across devices.

AOL bills its new platform as being "open," however, meaning that clients can use the full stack or any of its components along with third-party offerings. In that way, brands can customize their own programmatic platforms while maintaining control of their own data, AOL said.

The full One by AOL programmatic platform is now available in North America. Various modules are available in regions around the globe.

"One is very important to AOL for many reasons," said Ray Wang, founder and principal analyst with Constellation Research.

In the past, it's been "very hard to work with AOL to get the customer insights across all the acquired platforms," Wang explained. "So, the solution is mapping these new journeys by continuity of experience across channels, screens, process and other contextually relevant insight."

The real test now will be how much simplification advertisers and agencies actually see in the new service, he added.

The more important issue, however, is providing a unified platform that customers can build on top of to track audience, attribution, conversion rates and other contextual insights, Wang said. "This is more than just multiple screens," he noted. "Why? Customers don't care what channel or screen they operate in, and marketers know this."


Follow Us

Join the newsletter!

Or

Sign up to gain exclusive access to email subscriptions, event invitations, competitions, giveaways, and much more.

Membership is free, and your security and privacy remain protected. View our privacy policy before signing up.

Error: Please check your email address.

Tags internetadvertisingindustry verticalsAOL

Featured

Slideshows

Channel gathers to celebrate the Reseller News Innovation Awards 2020 winners

Channel gathers to celebrate the Reseller News Innovation Awards 2020 winners

More than 500 channel leaders gathered in Auckland on 21 October at the ​Reseller News Innovation Awards ​2020 to celebrate the achievements of the New Zealand technology industry's top partners, start-ups, vendors, distributors and individuals.

Channel gathers to celebrate the Reseller News Innovation Awards 2020 winners
Meet the winners of the 2020 Reseller News Innovation Awards

Meet the winners of the 2020 Reseller News Innovation Awards

Reseller News honoured the standout players of the New Zealand channel in front of more than 500 technology leaders in Auckland on 21 October, recognising the achievements of top partners, start-ups, vendors, distributors and individuals.

Meet the winners of the 2020 Reseller News Innovation Awards
Meet the Reseller News 30 Under 30 Tech Awards 2020 winners

Meet the Reseller News 30 Under 30 Tech Awards 2020 winners

This year’s Reseller News 30 Under 30 Tech Awards were held as an integral part of the first entirely virtual Emerging Leaders​ forum, an annual event dedicated to identifying, educating and showcasing the New Zealand technology market’s rising stars. The 30 Under 30 Tech Awards 2020 recognised the outstanding achievements and business excellence of 30 talented individuals​, across both young leaders and those just starting out. In this slideshow, Reseller News honours this year's winners and captures their thoughts about how their ideas of leadership have changed over time.​

Meet the Reseller News 30 Under 30 Tech Awards 2020 winners
Show Comments