At the Interactive Advertising Bureau’s Annual Leadership Meeting, AOL announced the launch of ONE by AOL: Publishers bringing together the company’s content and distribution capabilities.
The company says the offering will simplify “an overly complex ecosystem and provide holistic, tailored solutions for publishers.” It comes as the result of six years of AOL investing over $1 billion in publisher technologies. It includes audience engagement, analytics, content distribution, and revenue management elements.
“Publishers face many obstacles and challenges in navigating the complexities of today’s media environment, and the walled garden technology solutions available to them today is underservicing their needs to capitalize on the consumer shift to mobile and video,” said Tim Mahlman, President of Publisher Platforms at AOL. “With ONE by AOL: Publishers, AOL is drawing on world-class, publisher-minded teams and technology solutions to redefine monetization and empower publishers to capture the maximum value of their content.”
The product is “tightly connected” with the ONE by AOL buying platform, the programmatic platform AOL launched in 2014.
“It simplifies the number of platforms and partners needed to harness every type of advertising relationship and satisfy every ad buyer requirement, while eliminating much of the painful tech tax that publishers face with cobbling together point solutions,” the company says. “On average, publishers use four different supply-side platforms to sell inventory and receive less than 50 percent of the media spend advertisers are willing to pay due to the number of intermediaries.”
The company discusses data analysis and optimization, mobile-first, and video benefits here.
ONE by AOL: Publishers includes a new video activation solution aimed at helping publishers capitalize on people’s increasing consumption of mobile and video content. Publishers get access to a set of video management and curation tools and a new video content player, which provides deeper audience and performance data.
In related news, AOL is acquiring AlephD.
Image via AOL