AOL Gets Nerdy at Its Second Programmatic Upfront
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AOL went unapologetically nerdy at its second programmatic upfront event last night, getting deep into its product in front of a room packed with marketers in downtown Manhattan.
The event was starkly different from the one AOL held last year, which essentially functioned as a pep rally for those working in programmatic advertising. This year, AOL Platforms chief technical officer Seth Demsey walked the crowd through the company’s programmatic platform, “ONE,” going slide by slide through the product’s interface. The words “data” and “optimization” were uttered frequently.
“This year is about product, it’s about execution,” said AOL CEO Tim Armstrong when asked afterward about the event. “If you take our average client or agency a year ago, they were maybe testing but … probably just considering what it was. This year, almost all of our clients and agencies are actually involved and they’re actually doing programmatic.”
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