[April 14, 2015] |
|
AOL Launches ONE by AOL
AOL (News - Alert) Inc. (AOL) today launched ONE by AOL™, an open, unified programmatic
platform enabling marketers to optimize against campaign goals across
all screens, formats and inventory types. ONE delivers a consolidated,
holistic view of marketing spend and performance across all screens -
including TV - and is unprecedented in market today. The launch of ONE
represents a meaningful step in the simplification in the marketplace
for marketers, agencies and publishers. In conjunction with the launch,
AOL will consolidate most of its programmatic brands to align with the
ONE platform.
"AOL's mission has at its heart the 'simplification' of the digital
space by unleashing the world's best builders of culture and code, and
today's launch of ONE furthers that mission significantly," said Tim
Armstrong, Chairman and CEO, AOL.
The full ONE by AOL programmatic platform is available today in North
America. Various programmatic modules (eg. ONE by AOL: Display, ONE by
AOL: Video) are available in regions around the globe.
ONE by AOL is a truly differentiated offering in the marketplace today
and its benefits include:
-
Simplification: ONE integrates in one place all buying
channels, audience management platforms, and best-in-class multi-touch
attribution (MTA) and seamlessly connects data throughout the entire
process.
-
Single view of the user: ONE unifies multiple data sources and
provides marketers a holistic view of the consumer journey through the
entire marketing funnel; improving targeting, message sequencing and
ROI.
-
Speed to activation: MTA is the foundation for ONE and its deep
integration with online and offline buying tools allows for
unparalleled speed from insight to action.
-
Premium at scale: ONE combines best-in-class technology with
premium content brands and a world-class rich media offering that
allows clients to create premium experiences across all screens,
formats and inventory types at scale.
-
Open: Clients can use AOL's full stack or any of its platform
components combined with those of third parties, enabling brands to
customize their own programmatic platforms while maintaining control
of their own data.
"Our marketing strategy is predicated on resonating with the everyday
challenges our customers face; being able to plan, reach, engage with
and measure audiences across the myriad of channels and screens our
customers live on is key," sad Cathleen Ryan, Director of Marketing at
Intuit (News - Alert). "AOL has been a strong technology partner over the years, and we
look forward to further leveraging ONE to help drive elevated brand
awareness, consideration and usage of our products and services."
Elizabeth Bridenstine, VP Account Director at Havas Media, said, "The
ability to truly uncover and map the consumer journey across multiple
screens, in a single unified view in a simplified way, will allow
marketers the ability to deliver relevant and personalized messages at
the right place and time, in a more meaningful way. This opportunity by
ONE by AOL enables us to adapt and refine our marketing to help build
the brand over time and drive sales overnight."
"With the launch of ONE, we are helping solve real business problems for
marketers," said Bob Lord, President, AOL. "ONE allows advertisers and
agencies to use data as the foundation of their marketing strategy,
looking at consumers through a single, media-agnostic lens, from Web to
TV. Connecting audience data to media exposures throughout the purchase
path lets brands accurately measure return on their marketing dollars."
For advertisers and agencies, ONE provides a much more simplified and
focused platform portfolio. On the unified platform, media, creative,
audience management and attribution are integrated with buying tools for
all channels (display, mobile, video and TV) to give advertisers more
control and the ability to shift marketing investments to the most
effective tactics in real time. This level of optimization translates
into more effective and sophisticated targeting, and it provides
workflow efficiencies and increased speed of insight to execution.
Consolidating the brand portfolio
Today AOL also began consolidating its brand portfolio within the
technology stack to help simplify the offerings. Point solution brands
that have been in market will consolidate and rebrand under ONE by AOL*,
including:
-
ONE by AOL: Video (formerly Adap.tv)
-
ONE by AOL: Video Marketplace (formerly Adap.tv Marketplace)
-
ONE by AOL: Display (formerly AdLearn Open Platform)
-
ONE by AOL: TV (formerly Adap.tv)
-
ONE by AOL: Audience (News - Alert) (formerly AOL's data management platform)
-
ONE by AOL: Attribution (formerly Convertro**)
*Other brands in the platform ecosystem will sunset on a rolling
basis as their functionality becomes available within ONE (ie. Gravity,
Pictela, ADTECH, MARKETPLACE by ADTECH) ** The Convertro
offering will also be sold as a standalone solution under the brand name
Convertro
About AOL
AOL (NYSE:AOL) is a media technology company with a mission to simplify
the Internet for consumers and creators by unleashing the world's best
builders of culture and code. As the 4th largest online property in the
U.S., with approximately 200 million monthly consumers of its premium
brands, AOL is at the center of disruption of how content is being
produced, distributed, consumed and monetized by connecting publishers
with advertisers on its global, programmatic content and advertising
platforms. AOL's opportunity lies in shaping the future of the digitally
connected world for decades to come. Follow us on twitter @AOL_Inc.
Forward Looking Statement
This press release contains "forward-looking" statements within the
meaning of the Private Securities Litigation Reform Act of 1995
regarding AOL's business strategies, market potential, future financial
and operational performance and other matters. Such forward-looking
statements include, but are not limited to, statements regarding the
anticipated benefits of the transaction and other statements identified
by words such as "may," "will," "intend," "should," "expect" or similar
expressions. These statements are based on AOL management's current
expectations and beliefs, and are subject to uncertainty and changes in
circumstances, including, but not limited to, the possibility that the
expected benefits of the platform do not materialize. Any
forward-looking information is not a guarantee of future performance and
actual results may vary materially from those expressed or implied by
the statements herein, due to changes in economic, business,
competitive, technological, strategic and/or regulatory factors, as well
as factors affecting AOL's operations and businesses. More detailed
information about these factors as they relate to AOL may be found in
the section entitled "Risk Factors" in AOL's Annual Report on Form 10-K,
filed with the Securities and Exchange Commission. AOL is under no
obligation to, and expressly disclaims any obligation to, update or
alter the forward-looking statements contained in this press release,
whether as a result of new information, future events or otherwise.
[ Back To Homepage ]
|