AOL sharpens advertising ambitions with its One platform

The One platform offers an enhanced form of automated ad-buying

AOL CEO Tim Armstrong, announcing the company's "One" ad platform.

AOL CEO Tim Armstrong, announcing the company's "One" ad platform.

AOL is pushing to become an elite advertising business with a new platform for buying and selling ads tied to big data.

On Wednesday the company announced "One," a system designed to help automate the process of buying and selling ads, and give marketers better data about the effectiveness of their campaigns across channels such as display, social and video.

The platform springs from new technology built by AOL, as well as a series of acquisitions the company has made over the years, including Adap.TV, for video ads, and Gravity, for personalizing ads.

AOL already provides a platform for programmatic ad buying, the industry's term for automated trading systems that allow companies to place ads across the Internet as well as traditional media.

But AOL hopes that One will take things further. "Today is a tipping point in the industry," said AOL CEO Tim Armstrong, in announcing the system at an advertising trade show in San Francisco. Currently, the advertising business makes more money with more hands on deck, he said, but One is designed to provide better value by automating more of the process.

The system will provide more tools for marketers to gather and track data about customer engagement signals, and unify that information from different sources such as display and TV ads.

Previously, those data sets existed in different places and were harder for marketers and agencies to make sense of, said AOL's Bob Lord, who heads the company's ad technology arm, following the announcement.

AOL's release of One shows a major power play by the company to seize a booming trend around automated advertising, a US$50 billion market in the U.S. alone, AOL's Lord said.

One could help AOL compete against online advertising companies such as Google, as well as marketing software players such as Adobe Systems and Salesforce.

"Google is the closest," Lord said, describing how close that company's automated ad-buying platform is to AOL's One.

One also marks a different type of venture for AOL, separate from providing original content, a bit of a sore spot for the company given its struggles with the news site Patch.

AOL's first beta partner for One is Magna Global, the media agency of IPG Mediabrands. Magna Global hopes to automate 50 percent of its ad buying by 2016.

Over the next six months, AOL plans to bring other big brand advertisers on board with One.

Zach Miners covers social networking, search and general technology news for IDG News Service. Follow Zach on Twitter at @zachminers. Zach's e-mail address is zach_miners@idg.com

Join the PC World newsletter!

Error: Please check your email address.

Tags analyticsAOLadvertisingInternet-based applications and servicesYahooGoogleinternetsearch engines

Our Back to Business guide highlights the best products for you to boost your productivity at home, on the road, at the office, or in the classroom.

Keep up with the latest tech news, reviews and previews by subscribing to the Good Gear Guide newsletter.

Zach Miners

IDG News Service
Show Comments

Essentials

Microsoft L5V-00027 Sculpt Ergonomic Keyboard Desktop

Learn more >

Lexar® JumpDrive® S57 USB 3.0 flash drive

Learn more >

Mobile

Lexar® JumpDrive® S45 USB 3.0 flash drive 

Learn more >

Exec

Audio-Technica ATH-ANC70 Noise Cancelling Headphones

Learn more >

Lexar® JumpDrive® C20c USB Type-C flash drive 

Learn more >

HD Pan/Tilt Wi-Fi Camera with Night Vision NC450

Learn more >

Lexar® Professional 1800x microSDHC™/microSDXC™ UHS-II cards 

Learn more >

Budget

Back To Business Guide

Click for more ›

Most Popular Reviews

Latest News Articles

Resources

PCW Evaluation Team

Azadeh Williams

HP OfficeJet Pro 8730

A smarter way to print for busy small business owners, combining speedy printing with scanning and copying, making it easier to produce high quality documents and images at a touch of a button.

Andrew Grant

HP OfficeJet Pro 8730

I've had a multifunction printer in the office going on 10 years now. It was a neat bit of kit back in the day -- print, copy, scan, fax -- when printing over WiFi felt a bit like magic. It’s seen better days though and an upgrade’s well overdue. This HP OfficeJet Pro 8730 looks like it ticks all the same boxes: print, copy, scan, and fax. (Really? Does anyone fax anything any more? I guess it's good to know the facility’s there, just in case.) Printing over WiFi is more-or- less standard these days.

Ed Dawson

HP OfficeJet Pro 8730

As a freelance writer who is always on the go, I like my technology to be both efficient and effective so I can do my job well. The HP OfficeJet Pro 8730 Inkjet Printer ticks all the boxes in terms of form factor, performance and user interface.

Michael Hargreaves

Windows 10 for Business / Dell XPS 13

I’d happily recommend this touchscreen laptop and Windows 10 as a great way to get serious work done at a desk or on the road.

Aysha Strobbe

Windows 10 / HP Spectre x360

Ultimately, I think the Windows 10 environment is excellent for me as it caters for so many different uses. The inclusion of the Xbox app is also great for when you need some downtime too!

Mark Escubio

Windows 10 / Lenovo Yoga 910

For me, the Xbox Play Anywhere is a great new feature as it allows you to play your current Xbox games with higher resolutions and better graphics without forking out extra cash for another copy. Although available titles are still scarce, but I’m sure it will grow in time.

Featured Content

Latest Jobs

Don’t have an account? Sign up here

Don't have an account? Sign up now

Forgot password?