AOL is expanding its presence in programmatic advertising with the launch of One, a new global platform for brands, agencies and publishers.
Chairman and chief executive Tim Armstrong and AOL Platforms chief executive Bob Lord announced the move at Ad:tech in San Francisco, pointing to the $5 billion they say will be spent on programmatic in Australia over the next four years.
The companies claim One will improve efficiencies for publishers, reducing the ‘tech tax’ which cuts actual revenue receipts. One will mechanise marketing so that advertisers and publishers can tap digital innovation to drive growth and efficiency, especially in the Asia Pacific where high adoption of programmatic is expected.
One includes programmatic mobile and display advertising units and will provide a ‘single digital hub’ for automated media buying, including AOL advertising products, including Adap.tv, AdLearn Open Platform and AOL Marketplace.