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AOL develops programmatic service
By Adnews Staff
AOL is developing an international programmatic advertising service called One by AOL. Intended to better service brands, agencies and publishers, the service will begin rolling out later this year. Users will be able to automatically buy advertising according to preset criteria on participating desktop, mobile, tablet and television properties. The service also includes measurement and analytic functions. AOL has renamed its AOL Network division AOL Platforms to manage the service.
"Our industry has developed too many niche offerings and specialized services over the last 25 years, and chaos in ad tech is at an all-time high," said Bob Lord, CEO of AOL Platforms. "The inefficiencies, ineffectiveness and expense of managing multiple teams, tools and metrics for display, mobile and video, across all devices, are stifling. With the goal of driving economic efficiencies and media effectiveness, One ensures that data drives media selection and allocation, pricing and creative. It is the integrator of media across every screen and the automator of decisions that have long not needed human attention."