AOL expands ONE marketing platform to include programmatic targeting for mobile apps

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AOL recently announced that it has added programmatic targeting for mobile applications to its ONE advertising platform. The addition lets marketers target app users and compare measured data in order to ensure the effectiveness of their campaigns.
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According to research from eMarketer, US marketer have spent $10bn on programmatic in 2014. This figure is projected to grow to $14.88bn this year and $20.41bn in 2016. The size of the market puts AOL in a good position to snatch a chunk of it.
Don Kennedy, President of Advertiser Platforms, AOL, says:

“Mobile, particularly within the app environment, is an increasingly important piece of marketers’ media spend, and we are excited to expand the options our customers have to tap into that highly engaged audience. AOL’s commitment to an open ad ecosystem allows us to plug in leading partners like Kochava and Tune into the ONE platform, with the ultimate goal of simplifying the technology for advertisers and helping them maximize and measure their marketing return on investment.”

ONE essentially provides a simplified, one-stop, enterprise platform in an open ecosystem. Within the platform, marketers gain access to AOL’s audience, location, third-party data as well as programmatically target users on mobile devices. In addition, it allows brands to specifically target those users who have or haven’t previously purchased goods, apps or services.
Alfred Van Hoven, VP of Interactive, Camelot Communications, who previously worked with AOL, finds:

“Data is vital to making real-time marketing decisions, especially on mobile where people are spending more of their time every day. Working with AOL, we’re able to bring together technology- centric solutions with big data, allowing for much smarter advertising in mobile, a better brand experience with those audiences, and, ultimately, greater value for our clients.”

With an increasing need to measure an ad’s impact across a plethora of devices, AOL has also added mobile app attribution to ONE as well as Convertro, its multi-touch attribution platform. The feature measures and makes recommendations and thereby helps marketers to spend ad dollars more wisely across the measured channels. Mobile tech providers Kochava and TUNE have been among the first to adopt ONE and have spoken favourably of the platform.
Verizon recently announced that it would take over AOL in a deal worth $4.4bn, not at least for its advertising power and potential. Kevin Smithen, managing director and telecom head at investment firm Macquarie says:

“This deal was all about the programmatic ad platform. AOL’s programmatic ad tech solution hasn’t got a lot of traction, but apparently Verizon saw enough in the underlying technology and its existing DMS to think there’s enough to go to market.”

The deal will also enable to expand its cross-screen services through Verizon’s broadband and telecoms services.

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