AOL sharpens advertising ambitions with its One platform

The One platform offers an enhanced form of automated ad-buying

AOL CEO Tim Armstrong, announcing the company's "One" ad platform.
AOL CEO Tim Armstrong, announcing the company's "One" ad platform.

AOL is pushing to become an elite advertising business with a new platform for buying and selling ads tied to big data.

On Wednesday the company announced "One," a system designed to help automate the process of buying and selling ads, and give marketers better data about the effectiveness of their campaigns across channels such as display, social and video.

The platform springs from new technology built by AOL, as well as a series of acquisitions the company has made over the years, including Adap.TV, for video ads, and Gravity, for personalizing ads.

AOL already provides a platform for programmatic ad buying, the industry's term for automated trading systems that allow companies to place ads across the Internet as well as traditional media.

But AOL hopes that One will take things further. "Today is a tipping point in the industry," said AOL CEO Tim Armstrong, in announcing the system at an advertising trade show in San Francisco. Currently, the advertising business makes more money with more hands on deck, he said, but One is designed to provide better value by automating more of the process.

The system will provide more tools for marketers to gather and track data about customer engagement signals, and unify that information from different sources such as display and TV ads.

Previously, those data sets existed in different places and were harder for marketers and agencies to make sense of, said AOL's Bob Lord, who heads the company's ad technology arm, following the announcement.

AOL's release of One shows a major power play by the company to seize a booming trend around automated advertising, a US$50 billion market in the U.S. alone, AOL's Lord said.

One could help AOL compete against online advertising companies such as Google, as well as marketing software players such as Adobe Systems and Salesforce.

"Google is the closest," Lord said, describing how close that company's automated ad-buying platform is to AOL's One.

One also marks a different type of venture for AOL, separate from providing original content, a bit of a sore spot for the company given its struggles with the news site Patch.

AOL's first beta partner for One is Magna Global, the media agency of IPG Mediabrands. Magna Global hopes to automate 50 percent of its ad buying by 2016.

Over the next six months, AOL plans to bring other big brand advertisers on board with One.

Zach Miners covers social networking, search and general technology news for IDG News Service. Follow Zach on Twitter at @zachminers. Zach's e-mail address is zach_miners@idg.com

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.
Show Comments

Blog Posts

Why you can’t afford to fail at CX in 2019

In 1976 Apple launched. The business would go on to change the game, setting the bar for customer experience (CX). Seamless customer experience and intuitive designs gave customers exactly what they wanted, making other service experiences pale in comparison.

Damian Kernahan

Founder and CEO, Proto Partners

Natural born leaders

Many business and marketing managers progressing to leadership positions face evolving their focus from operational matters to strategic decision making and planning.

Jean-Luc Ambrosi

Author, marketer

Using artificial intelligence to surprise your customers

​We have expected artificial intelligence (AI) will become part of our everyday lives for quite some time.

Katja Forbes

Founder and chief, sfyte

Just printed out this Brad Howarth screed to read tomorrow. I need a good laugh once in a while. Or maybe shed some manly-man tears at th...

Larry A Singleton

What a diversity agenda has done for Kellogg's staff and innovation engagement

Read more

Morons. PC Nazis infiltrating and subverting every level in our lives.These scum have destroyed our education system.Read FrontPage Magaz...

Larry A Singleton

What a diversity agenda has done for Kellogg's staff and innovation engagement

Read more

It is an accepted fact that in the present times the mass makes use of digital marketing more often and are more and more enlightened wit...

Digital Marketing Course in Ja

Why RMIT is partnering with Adobe for digital marketing learning

Read more

If men were really the dominating brutes that feminist make them out to be ,then women really would be second class citizens. Without th...

aaron

Analysis: Gillette's latest ad only proves why brands standing for positive change is vital

Read more

In 2019 Augmented Reality plays a vital role in marketing campaign its new way to engaged user with digital content. Try Augmented Realit...

hill william

Predictions: 9 digital marketing trends for 2019

Read more

Latest Podcast

More podcasts

Sign in