The move towards programmatic is gaining momentum around the globe. AOL Networks, committed to leading this transformation by simplifying premium, digital advertising at scale, co-hosted a roundtable with the UK trade magazine Campaign to build on the success of the recent Programmatic Upfront in New York.
The conversation centered around the definition, implications and opportunities programmatic platforms offer the digital marketplace, and to what extent programmatic can unleash creativity and innovation. Nine of AOL's senior clients joined Bob Lord and Noel Penzer for an engaging 90-minute conversation around the programmatic landscape.
A two page feature on the roundtable appears in this week's Campaign with additional bonus content on the site including video interviews from the participants. Topics ranged from brand as utility and the consumer value-exchange, to measurement and scale.
It is very clear that there are serious shared desires for a simpler and more efficient digital ecosystem with some demanding it starts tomorrow, to visions of Chief Creative Officers joining a programmatic roundtable one year from today. Programmatic is high priority not just for AOL but the wider industry in 2014.
Read the article here.
Bob Lord CEO, AOL Networks
Noel Penzer MD, AOL UK
Brian Fitzpatrick MD EMEA Adap.tv
Ed Ling UK Media Director, Chief Media Officer Digitas Lbi
Frederic Joseph CEO Performics - EMEA
Guy Phillipson CEO IAB UK
Jim Brigden UK Chief Client & Commercial Officer- iProspect
Norm Johnston Chief Digital Officer Mindshareworld
Krishan Patel Director of Digital Media/Interaction Group M
Sue Unerman Chief Strategy Officer Mediacom
Anna Yorke Head of Newcast WorldWide
Ian Edwards Head of Strategy Vizeum
It's been a groundbreaking year for AOL Networks and for the digital industry as a whole. As we wrap up 2013, our mission to simplify digital marketing and make it easier for our advertiser and publisher clients to get more out of their media budgets couldn't be more important.
The "technology tax" has taken its toll on us all—whereby the value of one media dollar ends up $.45 after each niche player between the buy side and sell side takes a piece of that spend. We're ready for something better. At AOL, we are committed to helping our customers abandon the fragmented ecosystem.
It's a transformative time in our industry. Join Bob Lord, Global CEO of AOL Networks, as he shares his vision and industry outlook for 2014. Agree? Disagree? Tweet thoughts and any predictions of your own to @AOLNetworks and @rwlord.
1. Automation Takes Hold. 2014 will be the year that marketing and machines fall in love. Rather than looking at tech infrastructure and creative execution as two separate silos, more and more marketers are beginning to appreciate the symbiotic relationship between the two. As automated, or programmatic, advertising technologies replace cumbersome manual media planning and buying processes that eat up too much time and leak critical consumer data, more resources can be re-directed towards the creative side of the house, and toward impactful, engaging and effective advertising that drives commerce. This is what marketers have been waiting for.
2.Open Ecosystems Win. Both Wall Street and Madison Avenue are out of patience for niche ad technologies that are product features masquerading as foundational solutions. The industry has asked marketers to manage multiple relationships with 20 to 40 vendors to execute online advertising. This is a significant deterrent for digital investment. Closed systems that force marketers to stitch together a patchwork of technology features will lose, and existing ecosystems will be pushed to open up. We'll see industry consolidation continue in 2014 and witness the rise of open "platform" heavyweights that will make media planning and buying a whole lot simpler for all involved.
3. Mobile Drives The Transaction. 2014 will be the year that marketers demand device agnostic advertising. Desktop display growth has been leapfrogged by the smartphone and tablet, moving multi-screen advertising into the spotlight. Sight, sound and motion will trump all other content forms as consumers have access to increased bandwidth. Innovations and technologies that empower marketers to gain a single view of the customer and target across all screens are leading the way, because ultimately, a cross-screen strategy will drive the highest return for marketers.
4. Customers Appreciate Targeting. 2014 will be the year consumers have a greater appreciation of targeted, personal marketing. And a growing number of advertisers will respond with online marketing technologies that deliver richer, more relevant brand experiences – things people like, want, and use – at scale from the smartphone to the desktop.
5. Premium Advertising Gets More Premium. 2014 will be the year when immersive experiences that tie directly to a transaction will dominate. Premium advertising that goes beyond banners will get even more sophisticated and customizable. Whether it's a new live advertising execution (think Oreos response during the 2013 Super Bowl blackout) or a commerce campaign that drives product off shelves through location based content, digital advertising will be remarkable, unique and experience-based.
6. Convergence Drives Global Business Strategies. Techies, creative types and content producers can no longer retreat to their separate corner offices to devise strategies in a vacuum. They must break down silos to succeed. As media, technology and creativity converge, more holistic and integrated businesses will emerge and out perform their competition.
It's with great pleasure that I share the news that Seth Demsey has been promoted to Chief Technology Officer of AOL Networks.
As most of you know, Seth came to AOL almost three years ago from Google where he worked on search, Talk and display ads for five years. Prior to Google, he spent six years at Microsoft building the .NET platform and Microsoft's search engine. And early on in his career he spent time at NASA.
In this role, Seth will lead the newly aligned global product, technology and R&D groups to drive tight alignment between our internal teams and our customers. The AOL Networks technology organization led by Aengus McClean, the R&D team led by Rob Luenberger, and the ADR team led by Armin Ebrahimi will all roll up to Seth, along with his current product organization.
We have doubled down on our pursuit of winning in programmatic and premium. I believe it's important we have one experienced technology executive, entrepreneur and strategist at the helm executing on our global product and technology strategy. A streamlined org structure should help us focus our efforts and have "one team" driving towards a common goal. Seth has impressed me with his creativity, vision and commitment to our business. He'll report to me.
Seth's leadership in driving AOL's advertising product suite has been instrumental in our growth the past three years and I'm extremely confident our market advantage will continue and grow under his expanded leadership. Please join me in congratulating Seth.
As the digital industry continues to evolve at a record pace and protecting our users remains front and center in our mission, it’s important that AOL continue to work closely with regulators and lawmakers on new policies. I am thrilled to announce that Leigh Freund has accepted the role of Head of Global Public Policy at AOL in Washington, D.C. Leigh will direct AOL’s policy strategy, working closely with government and industry partners on key issues, including patent reform and intellectual property, privacy, data protection, user transparency and Internet accessibility.
Leigh will partner with me and the senior management team to drive a leading voice on digital policy in Washington. Leigh’s background on Capitol Hill and her intimate knowledge of matters faced by our advertisers, partners and consumers positions her well to help elevate our voice on issues with influencers.
Leigh has been with AOL 10 years, most recently as Vice President & Chief Counsel leading the AOL Advertising legal team. She provided advice and counsel on business strategy, commercial transactions, strategic acquisitions and complex advertising and technology agreements. Also during her tenure at AOL, she has worked closely with the public policy and privacy teams to promote and develop responsible data collection and management practices, user transparency guidelines and compliance with the industry’s self-regulatory programs.
Before joining AOL in 2004, she worked as an Associate at K&L Gates where she counseled investment advisors, hedge funds and off-shore development funds on general corporate legal matters, and federal securities law disclosures and compliance issues. Earlier in her career, Leigh worked with Representative Fred Upton (R) from her home state of Michigan, first as his inaugural congressional intern and later as a member of the congressman’s staff where she drafted policy papers and managed constituent affairs.
AOL’s public policy office in Washington was established in 2009 following the spin out from Time Warner. We have a leading voice in the D.C. market, having worked closely over the past four years with government and industry partners on new policies, and we are a founding member of the Internet Association. I am excited for Leigh to step into her new role to build on AOL’s public policy strategy with influencers.
Here’s what Leigh had to say about her new role: “The complexities of the digital space require media and tech companies like AOL to have a voice in shaping intelligent public policy that can withstand the pace of innovation. While an employee of AOL, I am really working on behalf of our constituencies, including our advertisers, partners and most importantly consumers, on the issues that matter most to them.”
Leigh is an active participant in several industry organizations devoted to compliance with key regulatory initiatives and principles, including the Network Advertising Initiative (NAI), Interactive Advertising Bureau (IAB) and Digital Advertising Alliance (DAA).
Leigh holds an undergraduate degree in political science from Kalamazoo College and a J.D. from Georgetown University.
Please join me in congratulating her in this next step in her long tenure at AOL.
AOL Networks and Adap.tv sponsored Digiday's Digital Publisher Summit this week in Miami Beach, FL. The event brought together top publishers across the country to discuss the needs for a digital-first strategy, evolving and adjusting to consumer behaviors and their consumption of news and content. After welcoming 200+ conference attendees with an AOL Networks sponsored Opening Cocktail Reception, four AOL speaker sessions took place throughout the remainder of the conference, helping to shed light and share insights on key challenges Publishers are facing today.
The first session was a fireside chat on native advertising with David Jacobs, SVP of Publisher Sales of AOL Networks, and Jorge Urrutia del Pozo, VP of Operations of The Huffington Post. The conversation covered best practices on native adverting and how programmatic frees up resources for people to focus on things that can't be automated.
Jorge emphasized that Publishers need to figure out their own barbell strategy: premium products that are unique and can't be disrupted, and programmatic monetization products. To fully embrace programmatic, a publisher needs to build or partner to create an ad technology stack based on four criteria:
- Best monetization with CPMs in mind
- Good publisher controls such as advertiser blacklists, exclusions, minimum yields
- Efficiency, an easy to use platform
- Cross screen capabilities
Publishers need to keep readers and consumers needs in mind and increase usage of audience data to steer the developments of your own native capabilities.
The second session brought JoAnna Foyle Abel, VP of Client Services of Adap.tv, on stage with Brian Morrissey, Editor-in-Chief of Digiday, for a dialog on the Future of Video Publishing. JoAnna made a case for programmatic video and the positive impact it has for both advertisers and publishers alike, stating that while programmatic buying from agencies have doubled, publishers also see video CPMs increase by 7%. There are still constraints in supply for video impressions and programmatic simply allows for more efficient transactions to take place for video sales.
The second day of events included two Huffington Post sessions with a Digiday Dialog with Taboola and Koda Wang, Chief-of-Staff of Huffington Post, then followed by a panel on Defining Native Advertising, which included Tessa Gould, Director of Native Ad Products of Huffington Post.
Koda shared the strategies that has lead to The Huffington Post's success, which includes awards such as a Webby and Mashable's 2012 Biggest Innovation in Media:
1. Building great content - social integration, content + conversation
2. Building great products - good user experience across desktop, mobile, connected TVs
3. Distribution - across HuffingtonPost.com, AOL On, Clear Channel, OTT, Taboola
The strategies support a goal of building a business to capturing internet video dollars (~$3 B/year) to TV dollars (~$70 B/year) and to reach audiences and monetize across all platforms.
The three day conference wrapped up Tuesday, with many extending their stay for the Digiday Agency Summit occurring through Thursday. There, JoAnna Foyle Abel presented key findings from the State of the Video Industry, a semi-annual report video advertising report that captures insights from 900+ brands, agencies, publishers.
Wow, time flies. I can remember my first day at Advertising.com, now 13+ years ago. I had left my “safe” corporate career job at Arthur Andersen to join a “risky” startup as one of the partners suggested (#irony), and got to be part of the Web "boom" of the late ‘90s and early 2000s. It’s amazing to reflect on how the company has grown over the years. Looking back over the past decade plus, there are several things that strike me:
The Early Days
Launching products and iterating quickly was a staple of the business. We had a lot of ideas – some worked well and others, not so much. There were those that had really successful runs that ultimately lost steam (remember the "GetPaid4" toolbar?) and ideas that were ahead of their time, like serving Mercedes Benz ads into Palm Pilots. And, of course, we had our share of busts. Looking back, the thing I’m most proud of is that we never lost sight of our North Star: differentiated products and technology that served the customer. Laser focus on creating long-term value for advertisers, publishers and consumers has been rooted in our culture from the very beginning.
The Internet Bust and 'Digital Depression'
In early 2001, the Advertising.com leadership team faced the difficult (but correct) decision to reduce the staff by nearly 40%. It was one of the hardest times in my professional career. I remember that day and how personal this was for our founders. It wasn’t about the business – it was the impact on the people who had taken personal and professional risks to join the company. Ironically, amidst this terrible time was when I truly came to value the culture of Advertising.com. I realized that, just as in life, it’s easy to do good business in high times; not so easy when it’s in jeopardy.
It was then I realized what an advantage it was that Advertising.com was headquartered in Baltimore -- that more than 80% of our employees were part of this special community. The bond we all shared as the only digital advertising startup in the region at the time helped us get through the ‘digital depression’ and it proved to be a strong retention asset for those who were committed to the city. I was one of them.
"You've Been Acquired"
The business rebounded in full force, and in early 2004 Advertising.com filed an S-1. The leadership team was transparent with the employees and staff, and it was a very exciting time.
Ultimately, the leadership and Board received an offer from AOL. I remember how exciting it was when AOL announced it had made an offer to acquire Advertising.com. By late summer of 2004, we were part of the AOL family. How far we had come from just a few years ago when we were fighting for survival. It was a very different AOL than the AOL of today, and we were fortunate to have Jon Miller and Ted Leonsis as business sponsors as they sought to move AOL beyond a subscription-only business in 2004. Our cultures were quite different, but they didn’t come in and try to change who we were. Instead, they gave us room to grow and innovate. With the ongoing leadership of founders Scott and John Ferber, as well as our president and COO Gar Richlin, we started to innovate and grow in ways we hadn’t envisioned within our new AOL parent.
Moving to Platforms
It wasn’t long before Advertising.com evolved past the traditional "ad network." Many don’t know this, but one of the biggest innovations that came out of our product and engineering shops was real-time bidding in 2007! Yes, you read that right, 2007. While we had already been offering a "closed auction exchange" on a managed services basis, we had quietly expanded into the real-time bidding world. It would be some time before the market caught up to this.
Today, we’re leading the programmatic platforms movement. We service the buy side and the sell side with our product suite offerings, AdLearn Open Platform (AOP) and MARKETPLACE. And we’ve just welcomed yet another game-changing platform asset into the mix, Adap.tv. Side note: AOL, you haven’t lost your acquisition touch!
The Advertising.com “Mafia”
The Advertising.com alumni network has expanded greatly over the years, and you can find them in influential positions at nearly every major global digital advertising company … at Facebook, Twitter, Microsoft, and the list goes on and on. Closer to home, it’s remarkable to see the impact Advertising.com has had in growing the Baltimore technology community. Our alumni have created Videology, founded by Scott Ferber; Lotame, founded by Andy Monfried, and Millennial Media, led by Chris Brandenberg and Steve Root.
Over all these years, perhaps one of the most important lessons I’ve learned here is that the only constant is change. I remember a time when popunder ads were a core part of our business. (How would we ever survive without popunders!)
There’s always another threat, another pitfall, another company chasing our heels, but even more so, opportunity that presents itself every day. Over the past several years, I’ve been fortunate to partner with leaders such as Don Kennedy, Chris Heine and others who have driven Advertising.com and now AOL Networks growth through good times and the unavoidable economic and product cycle hiccups.
For everyone who has helped build this business over the past 15 years, thank you. You’ve made this a very special place. Fifteen years is a great achievement. I hope you’re as excited for the next 15 as I am.
Happy 15th anniversary, Advertising.com.
In just one month since we completed the acquisition of Adap.tv, we’re proud to announce that both parties are already reaping the benefits.
Earlier today, comScore released the U.S. Online Video Rankings for September; AOL not only tops the list of online video ad properties for the month, but also served up 3.7 billion (yes, that’s with a “b”) video ads -- the largest number by a single property ever recorded by comScore*.
This is the first public data combining both Adap.tv and AOL as one unit, and these results reaffirm the significance of the acquisition and speak to the bright future that lies ahead in video. Specifically, Adap.tv is uniquely positioned to accelerate programmatic ad buying across a bevy of premium publishers and brand advertisers -- and indeed, it already has.
We recently highlighted our leadership position in programmatic at our first-ever Programmatic Upfront, where five of the top six media holding companies committed to programmatic ad packages with AOL in 2014. Adap.tv was also named by IPG’s MAGNA GLOBAL unit as its preferred video technology platform, accelerating the agency’s client successes across digital, mobile and linear television. The belief is that by eliminating the many points of friction and manual processes within advertising transactions, we can explode creativity and spotlight the incredible work being done in video advertising.
We’ve also consistently maintained our ranking as one of the top three premium video content properties on the Web by making good on our promise to utilize a syndication model that makes the economics of video production work for publishers and content creators. To that end, we’ve recently announced partnerships with content brands like ESPN, Discovery and The Wall Street Journal, and we’ve launched immensely popular series that have raked in a combined 23M** views to date.
We’re pleased to see tangible results, and we’re inspired by the speed at which we’ve grown our video offerings to be one of the best in the business. We are currently seeing a 32% increase in video views year-over-year, compared to 17% growth for the overall industry***, with all signs pointing to strong continued success for video at AOL.
From investing in video advertising to syndicating short-form premium content to launching original programs with well-known talent, we have built a complete solution that brings together both content and technology, arming every edge of the ecosystem with what is needed for the next generation of video.
With that said, this milestone could not have been reached without the work of our brilliant employees and our visionary partners and clients who understand the power of sight, sound and motion in today’s media and tech economy.
Thank you -- we are excited to be on this journey with you and look forward to continuing this momentum in 2014.
*comScore, September 2013 U.S. Online Video Rankings, Video Ad Properties Ranked by Video Ad Views
**AOL internal analytics, September 2013
***comScore, Video Metrix Media Trend, September 2012 to September 2013, Video Properties
At AOL Networks, people and talent are the top drivers of our business. Today, I am thrilled to announce that Chris Heine has accepted a new role as CFO of AOL Networks.
Chris, most recently Senior Vice President, Advertising Business Operations, has provided stellar leadership over his 8 years at AOL and Advertising.com. He is both an operator and a leader and will partner with me and the talented finance teams to drive AOL Networks' growth strategy.
Chris will continue to lead the Advertising Business Operations group at AOL Networks along with his strong leadership team.
Last night we made history.
When Tim and I announced the Programmatic Upfront this summer, we talked about this being a first step in the movement to help digital finally take its fair share away from TV. Unlocking the value of digital advertising requires that, as an industry, we embrace automation and allow technology to set creativity free.
Soon after, five of the six holding companies and one of the largest independent digital agencies joined the movement. They joined us on stage at the Upfront to share their stories about how technology and automation are exploding creative boundaries and driving value for their brands and customers:
- Hyatt and Accuen spoke about the Hyatt Women’s experience project and how they used data to improve the user experience for a rapidly growing segment of business travelers.
- VivaKi gave the audience a guide (in three simple steps) to getting started on the path to programmatic.
- Lenovo and Digitas explained how they combined a key partnership with the NFL, passionate fantasy football fans, a video series and social media to bring a sweepstakes contest to life.
- LG and Be On described how they transformed their existing brand elements of home appliance sounds into music with the help of the digital artist, Pogo.
- MAGNAGLOBAL and Adap.TV talked about using technology to unlock brain-space so that the industry can drive more meaningful progress.
We announced three major product changes to AdLearn Open Platform designed to elevate the level of programmatic efficiency available to our industry:
- Reserved inventory available programmatically – allows clients to buy premium reserved inventory and transforms AOP from a DSP into a programmatic buying platform.
- Private Marketplaces – allows clients to buy new inventory making AOP a one-stop shop for programmatic buying.
- Cross-screen capabilities – allows clients to plan and buy across all of a consumer’s devices (desktop, smartphone and tablet) to catch them on whatever device they use.
These innovations change the nature of programmatic advertising and leverage our position as both a platform company and premium publisher to build scale around this movement.
But it isn’t just people in the digital advertising industry that are embracing technology and using it to change the course of their business. When we set out to evangelize this new approach, we looked for other visionaries outside of the digital advertising space and found many forward-thinkers:
- Nate Silver uses tremendous data to make predictions and silence the pundits. In 2012, he correctly predicted the results of the presidential election in all 50 states.
- Biobeats co-founder David Plans’ life drastically changed after a near-death experience drove him to re-evaluate work-life balance and he used a universal tool—smartphones—to help people find short moments to relax and de-stress.
In addition to those who joined us on stage, our own Digital Prophet, David Shing, sat down with several digital revolutionaries as part of his Shingerviews series:
- Academy-award winning actor, Kevin Spacey, discussed why he chose to partner with Netflix on House of Cards and how he’s using technology to disrupt and reinvent the current television distribution model.
- Grammy-award winning artist, Imogen Heap, explained how she merges technology, data and songwriting to create her own style of electronic music.
- Houston Rockets’ General Manager, Daryl Morey, shared how he uses player data to surface insights to build the most competitive team in the NBA.
- Interactive Media genius, Jeff Berman, told us how he uses data to test hypotheses and build new content for undeveloped markets.
To read more, or to see highlights of the show including our exclusive Upfront Shingerviews featuring Kevin Spacey, Daryl Morey, and Jeff Berman, visit our blog: aolnetworks.com/programmaticupfront.
At the close of the Upfront, I said that it is apparent to me that we are on the cusp of adopting basic trading practices as the core of media planning. On the verge of such major change, we must reject old models or else the creativity that lives in every agency and brand will never make it to consumers. It’s time to embrace this wave of change and usher in the new, creative future. We’re off and running, and we hope you will join us.
Accuen, Amnet, Havas Media, Horizon Media, Hyatt Hotels & Resorts, Magna Global and
LG Home Appliances All Commit to 2014 Upfront Programmatic Investments
AOL Networks Unveils AdLearn Open Platform Enhanced Features, Including
Unprecedented Access to AOL Reserved Inventory
NEW YORK, Sept. 23, 2013 - Today, in a historic moment for digital advertising, AOL Networks hosts the industry's first-ever Programmatic Upfront, which features major agencies and brands making upfront financial commitments for 2014. This milestone event focuses on how technology and automation are disrupting digital advertising. Pioneers including Nate Silver, editor-in-chief of ESPN's FiveThirtyEight blog, and Dr. David Plans, co-founder of BioBeats, will share their perspectives and experiences that demonstrate how technology and automation can unlock creativity.
AOL Networks also announces that upfront clients will be able to purchase reserved AOL inventory on a programmatic basis via AdLearn Open Platform (AOP), which includes a host of new features designed to make the automation and optimization of online marketing campaigns simpler, more efficient and more effective.
Accuen, Amnet, Havas Media, Horizon Media and Magna Global are among the agencies that have made strategic investments for 2014 to AOL Networks' programmatic stack. DigitasLBi, Razorfish and VivaKi, which are participating in the event, are also considering making investments.
"The digital advertising industry has created an environment filled with hundreds of small companies each pitching highly technical "necessities" to drive results, which has led to confusion," said Tim Armstrong, Chairman and CEO, AOL. "Advertisers and their agencies want to cut the waste and take control of their digital marketing allocation. The goal for everyone in the industry should be to simplify the landscape so more focus can be spent on reaching consumers via premium experiences."
"The power of our tech platform lies in its ability to simplify programmatic buying while driving brand performance at massive scale," said Bob Lord, CEO, AOL Networks. "An upfront model amplifies the value of programmatic technology by further reducing administration, redundancies and waste. By committing to programmatic packages upfront, advertisers can save an enormous amount of time and money while improving results, all of which can be channeled to the creation of highly innovative and engaging campaign strategies and creative."
"Stronger data utilization has allowed us to create a more robust digital media map of our consumer," says Frank Wong, Director, Digital Media, Hyatt Hotels and Resorts. "Together with our agencies, we are building a strong competitive edge with programmatic technology and automation. It gives us the tools we need to act on what we know about our consumers and prospects and ultimately drive greater brand and direct response results."
"Accuen is always looking to partner with innovative companies in the industry," says Accuen CEO Josh Jacobs. "AOL's commitment to programmatic is an example of the forward-thinking mindset we look for to help our clients be more successful. AOL's tools and technology have already helped us deliver for clients, and the addition of more premium inventory to AOP means we have even more opportunities to deliver breakthrough results for our clients."
"Amnet is part of the communications planning infrastructure at Aegis Media and strives to deliver better performing media through better audience targeting. AOL Networks' technology enhancements in programmatic buying empower us to deliver strategic, measureable and sustainable business outcomes for brand and direct-response clients," says Ashwini Karandikar, President, Amnet Global.
"Our clients are no longer asking about a simplified ecosystem - they are demanding it as they should," says Donnie Williams, Chief Digital Officer, Horizon Media. "We may think that the chaos doesn't reach them, but it does and it's one of the biggest barriers to greater investment. We are proud to lead this movement with AOL Networks. It's exactly where we want to be as an agency."
"Havas Media Group is committed to a programmatic future through its Affiperf network," says Adam Kasper, Chief Media Officer, Havas Media. "Our company's integrated and flexible structure gives us the agility to leverage innovative and data driven solutions at scale. We are able to maximize the returns for our clients and better engage their consumers. We are thrilled to participate in this program with AOL. By creating the first platform based buying solution to offer market-leading inventory, they are helping us to push our industry forward. This is the start of a new era which will open the doors to programmatic marketing for advertisers, agencies and publishers."
Advertisers Have Unprecedented Access to Reserved AOL Inventory Through AOP Starting Jan. 1, 2014
AOL Networks also announces it will allow upfront clients to lock in reserved AOL inventory to be scheduled and targeted programmatically as part of their upfront commitment. For example, the inventory on AOL homepages, The Huffington Post, TechCrunch and StyleList, will be on AOP, giving advertisers the opportunity to buy in an automated fashion what they previously bought manually. This move makes AOL one of the industry's first major publishers to make its reserved inventory available through programmatic channels.
Advanced AOP Enhancements Make Automated Buying Faster and Easier than Ever
Built on AdLearn, the industry's leading ad optimization technology, AOP allows advertisers to execute and manage their digital marketing campaigns from one central platform. AOL Networks is transforming AOP from a demand-side platform (DSP) to a true programmatic cross-screen buying platform with access to premium inventory, creative executions and analytics. New features include:
Real-time bidding on private marketplaces
Connects advertisers with premium publishers via private marketplaces in supply-side platforms managed through a streamlined workflow alongside reserved and real time bidded impressions.
Desktop, tablet (web + app), and smartphone (web + app) inventory with built-in frequency and performance optimization all in one place.
Premium format suite
Highly impactful and viewable placements decisioned and bought programmatically across all inventory types.
To participate in the dialogue: #AOLUpfront.
# # #
AOL Inc. (NYSE: AOL) is a brand company, committed to continuously innovating, growing, and investing in brands and experiences that inform, entertain, and connect the world. The home of a world-class collection of premium brands, AOL creates original content that engages audiences on a local and global scale. We help marketers connect with these audiences through effective and engaging digital advertising solutions.
About AOL Networks
AOL Networks enables the world's top marketers and media brands to reach consumers across desktop, mobile, tablet and connected TVs with impact through premium experiences, programmatic buying and performance driven campaigns. It is the global partner of choice for leading publishers, advertisers and agencies seeking to maximize the value of their online brands. AOL Networks brands include Advertising.com, The AOL On Network, Be On, ADTECH, Pictela and Adap.tv. You can find more information at www.aolnetworks.com.
VP, Brand & Communications, AOL
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