AOL announces One platform programmatic play to push more cash to publishers

Phil Duffield Adap.tvAOL has today announced a major play in the global programmatic space unveiling plans for a new global platform for brands, agencies and publishers called One.

The move was announced by Tim Armstrong, AOL’s chairman and CEO, and Bob Lord, CEO of AOL Platforms, during a keynote presentation at Ad:tech San Francisco overnight.

“More than $5 billion will be spent by marketers on programmatic in Australia in aggregate over the next 4 years; most of that will not make it to publishers due to the complex systems that contribute to the ‘tech tax’,” Phil Duffield, senior vice president international, Adapt.TV told Mumbrella. Adapt.TV was bought by AOL last year for US$405m and will be part of the One platform.

“With One, we are committing to mechanize marketing so that advertisers and publishers can tap digital innovation to drive growth and efficiency, and that’s especially true in APAC which is expected to outpace all other international markets in terms of adoption of programmatic.”

The One platform includes programmatic mobile and display advertising units and is an attempt to create a single digital hub for automated media buying. The platform includes AOL’s various ad products, including, the AdLearn Open Platform, and the AOL Marketplace.

Nic Christensen


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