AOL platforms launches One in Australia targeting Google and Facebook
AOL has launched its full programmatic offering One in Australia, touting its open access and flexibility as a major draw card for marketers looking to retain control of their own data.
In an interview with Mumbrella, Mitch Waters managing director of AOL’s local divison of AOL Platforms said their aim would be steal market share from the likes of Google and Facebook by emphasising the flexibility of One’s modular stack of programmatic options, which allow marketers to choose the technologies they want and also insert their own into the AOL offering.
“This is aimed at offering an alternative,” said Waters. “Clients are really concerned about not having control and being locked into a walled garden.
“If they have an existing module or another technology, which replaces the AOL one, then ours is designed to be open.”
Waters
AOL Platforms has also simultaneously rolled out the programmatic offering in the UK and Japan but said offering came with a major investment in Australian market.
“AOL Platforms represents a huge investment by AOL into the Australian market and puts us on a path to build out the one product in this market,” he said.
“We are building a modular stack where the marketer can use all AOL platform products… essentially we want to create this programmatic platform but unlike some other programmatic stacks that sit out there we will be fully open not a walled garden like some – a Google or Facebook.
“It is designed to be open so clients have full control of their data so they can bring their own data into the platform and also take it out and use it elsewhere.”
Waters said that as marketers become more and more sophisticated with their data the need for flexibility in the use of programmatic partners would be needed.
“We feel there is an appetite for open product that allows flexibility. As marketers, brands and agencies in Australia get more insight into their data and the value there they will be much more kind to control that data rather than it being controlled by another technology company.”
Nic Christensen
I thought Aol One was supposed to be the “itunes of advertising?” Isn’t itunes the epitome of walled gardens?
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