AOL Unveils ONE by AOL, an Advertising Platform

The New York Times: AOL has officially launched One (or One by AOL), its new, cross-screen programmatic ad platform.  AOL says that brands can customize their own platforms and still maintain control of their own data. With a single view of customers through a media agnostic lens, One says that insights can be easily deployed across display, mobile, video, and TV.   AOL contrasts its open platform with the walled gardens of Facebook and Google- and says it would allow advertisers to use One’s technology alongside competitors’. The platform will consolidate recent programmatic acquisitions including Adap.tv, Adap.tv Marketplace, AdLearn Open Platform and Convertro.

Currently, eMarketer predicts AOL will control 3.5%  of the $27 billion digital display ad market in the United States this year. If One sets AOL apart, perhaps it can protect the .02 percent of market share its projected to lose by next year. Read more…

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