AOL To Offer One-Stop Shopping for Ad-Tech With Single Platform
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After steadily building up an arsenal of ad-tech software, AOL is now planning to integrate its products into a single platform, called One by AOL, the company announced today.
For AOL, the move is driven by a desire to position itself as a simpler ad-tech solution amidst an ecosystem that can be bafflingly complex. Companies buying and selling ad inventory through ad-tech often rely on multiple products along each step of the chain, generating problems such as data loss and tedious cookie syncing. Many opt for this complexity intentionally — working across multiple platforms allows them to identify which one is performing best and then later shift more money in its direction — but AOL is betting the benefits of minimizing the complications outweigh the drawbacks.
“We are eliminating all of that inefficiency,” said Bob Lord, CEO of AOL Platforms, formerly AOL Networks, which was renamed today as well. “And then on the backside of it, we’re collecting the data so the data can be used for retargeting and optimization.”
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