AOL Unveils ‘One’ to Make Programmatic Advertising Less Complex

/ Mar 26, 2014

aol one

Want a simplified programmatic advertising platform that lets you do everything, including buying, selling, and analyzing ads across video, TV, display, and mobile, with access to multiple solutions and products in the space? AOL is betting that you do, and plans to launch One by AOL, a new open programmatic ad platform, to make it happen.

One is a single, unified platform. By this, AOL means that it offers access to all AOL owned and acquired ad properties, including the Adap.tv video exchange for online video and TV, as well as the AdLearn Open Platform (for buyers) and Marketplace (for sellers) for programmatic mobile and display.

That’s not all, though. One will be designed to function as an open ecosystem for the entire programmatic industry, which means AOL’s third-party partners and competitors, along with publishers and marketers, will also be able to plug into the platform.

“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,” said Bob Lord, CEO of AOL Platforms, which was just renamed from AOL Networks. “The inefficiencies, ineffectiveness, and expense of managing multiple teams, tools, and metrics for display, mobile, and video, across all devices, are stifling.”

This is why AOL is making it possible for customers who have already committed to an external partner to integrate that solution into One. “Our mission is to foster an open, global ecosystem that simplifies digital advertising, enabling customers to efficiently leverage the entire technology and data ecosystem,” said Lord. “I believe a platform like ONE — that is open and that doesn’t discriminate — will win.”

Lord made the One announcement alongside AOL chairman and CEO Tim Armstrong at Ad:Tech San Francisco 2014. They were joined on stage by Matt Seiler, global CEO of IPG Mediabrands, which has come on board as “charter agency network partner” for One.

Said Seiler: “We have publicly stated that we plan to deliver 50% automation to our North American buying process by 2016, with other international markets following closely behind, and we intend to use AOL as a primary platform partner to execute on that commitment.”

Development on One is currently underway. Customers will be able to use portions of the platform later this year. The platform will be sold as an enterprise solution, and will (obviously) be used by AOL as its dedicated programmatic platform.

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