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Jul 22nd 2014

AOL UK Makes All Reserved Inventory Available Programmatically

Today, AOL UK announced that it is putting 100% of its reserved inventory from all its owned and operated sites into AOL's proprietary Demand Side Platform (DSP). Automating the sale of reserved inventory, that is currently done manually, will free up a vast amount of time that is lost in the standard IO process, in addition to driving efficiencies and effectiveness with digital campaigns. A number of agencies and advertisers are partners of AOL's DSP including eBay, Amnet, Cadreon and Vivaki, and they will now have access to AOL's complete reserved inventory.

Advertisers can now buy all reserved inventory on AOL UK's owned and operated sites including AOL, The Huffington Post, Engadget, TechCrunch, Parentdish and MyDaily, in an automated way on a self-serve basis. Four of AOL's existing premium formats including the award-winning multi-screen Project Devil/IAB Portrait, Billboard and Monster MPU will be available exclusively through AOL's DSP, with more set to come. Advertisers can also scale their brand message beyond AOL's owned and operated sites, utilising a wide range of premium formats through AOL's network of premium third party publishers.

According to a recent IAB UK study the share of ads bought through programmatic technologies is estimated to grow from (47%) in 2014 to up to (60-75%) of total UK digital display advertising by 2017. AOL has invested organically in programmatic technologies over the past few years, building both a proprietary Demand Side Platform (DSP) and Supply Side Platform (SSP). In the past 12 months, AOL acquired Adap.tv, a leading video trading platform and Convertro, an attribution modeling technology among others, as well as announcing AOL ONE by AOL in March this year: a cross screen programmatic platform that will include linear TV once rolled out in 2015 .

Mar 28th 2014

AOL Partners with AdWeek Europe 2014

AdWeek Europe kicks off in London today – and we're excited to announce that AOL is one of the key partners. In its second year, AdWeek Europe is a hybrid of inspiring thought leadership featuring the world's best and brightest, with engaging special events that galvanize targeted constituencies.

AdWeek draws from the client, media and broader cultural communities with a focus on key business drivers that shape and influence the global industry.

Over the course of the conference, AOL will host and participate in a number of panel discussions and keynotes around the most important topics in the advertising and media business right now.

AOL's panel sessions include:

Monday 31st March
@ 9:00 AM (GMT) – WIRED Content 3.0 - AOL UK MD, Noel Penzer features on an industry panel tackling brands, convergence, content, distribution and always-on consumer

@ 10:30 Shifting Premium Pounds Online – AOL's Head of International, Graham Moysey leads a discussion on video and our new premium video platform, AOL On

@ 16:30 Attacking Chaos: Automate to Simplify – CEO of Adap.tv, Amir Ashkenazi keynotes on marrying the power of digital with the simplified economics of TV

Tuesday 1st April
@ 9:00 WIRED 24/7 – HuffPost UK Editor-in-Chief, Carla Buzasi features on a panel to discuss redefining leadership in the ever-changing global landscape.

Wednesday 2nd April
@ 9:45 Agency Trading Desks Look at Programmatic – Moderated by AOL UK MD, Noel Penzer, AOL invites chats to the major trading desks about the role and future of programmatic advertising

Thursday 3rd April
@9:00 London Native Ad Forum – AOL UK's Head of Planning, Insight & Research, Steve Payne will host a block of session on Native advertising with industry leaders

Can't make it to any of the discussions, but curious as to what AOL has to say? No worries – you can catch the live stream here.

Mar 26th 2014

ONE by AOL: A Fully Integrated Enterprise Solution for Brands, Agencies and Publishers

There's no question that the advertising industry has gone through enormous change in recent years, fueled by an array of technological and cultural shifts – from innovations in how media is bought and sold to the rise of the smart phone, tablets, online video and social networking. It's an exciting moment: As people consume and share content in more varied ways than ever, marketers have multiple new opportunities to understand, reach and engage with their audiences.

At the same time, however, chaos in the ad-tech landscape has reached an all-time high, creating incredible complexities for brands, agencies and publishers attempting to sort through the sprawl of available choices.

ONE by AOL is about to change that.
ONE by AOL

Today, we're excited to unveil our plans to build a new, global programmatic advertising platform for brands, agencies and publishers. ONE, which is in early development, will unite the talent, experience and technological innovation behind Adap.tv, AdLearn Open Platform and MARKETPLACE. It will provide a single, unified, enterprise-level platform for driving powerful brand insight and marketing executions across all screens, formats and inventory types. It will fulfill our vision for advertising's future: an open ecosystem where partners and competitors, publishers and marketers, are all beneficiaries of a more seamless and efficiency-focused technology landscape.

As part of today's announcement made at ad:tech San Francisco, IPG Mediabrands announced its plans to be the charter agency network partner for ONE --reinforcing its commitment to fully automating half of its media investments by 2016. AOL shares the vision with IPG Mediabrands around harnessing the power of data and technology to make smarter, faster decisions that drive client business results.

The holy grail of marketing is helping marketers understand how direct response and brand budgets can interact together. ONE ensures that data powers 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. The goal of a platform like ONE – that is open and that doesn't discriminate – is to enable advertisers, agencies and publishers to unlock much greater value from technology innovation and realize efficiencies simply not possible before.

What do we mean by an open, global ecosystem? It means that marketers who have made a commitment to an external partner for a piece of the ad tech stack can integrate and plug that solution into our platform. This gives advertisers and publishers incredible flexibility with elements like data and attribution, enabling them to see and manage all of their investments on a single platform in real-time.

You may also have noticed a change in our name. As AOL continues its push into the global marketing technology business, the segment formerly known as AOL Networks will now be known as AOL Platforms, reflecting the full power of the reach and deep capabilities behind ONE.

Sep 11th 2013

AOL Networks Announces Pictela Product Enhancements and the Launch of its New Global Innovation Lab

Rich, interactive ads with high quality content and engaging features offer a compelling way for brand advertisers to connect with digital audiences-especially as more and more people are tuning out static banners. AOL Networks cloud-based Pictela platform simplifies and streamlines the creation of premium formats. The Pictela platform also empowers users to create and launch beautiful, highly engaging content-led advertisements for display, mobile and tablet efficiently and at scale.

Today, aligning with our goal of simplifying advertising at scale for advertisers, publishers and agencies, we are announcing a number of product enhancements to Pictela that make working with premium formats easier and more efficient than ever:
  • Turbo boost the creation of custom ads. Pictela has always been distinguished by its library of premium, award-winning templates (like the IAB's Rising Star formats including the 300x1050 Devil unit) that can be used to launch rich ads quickly and easily-no coding required. Now, Pictela also provides a platform for bringing custom formats of any size to life, allowing valued in-house developers and designers to automate some of the more basic and mechanical aspects of ad building so that they can shift their focus to creative innovation.
  • Cloud-based collaboration. Pictela's new centralized, browser-based workflow tool enables designers, producers, clients, traffickers and other key stakeholders to collaborate on ad design, testing and approvals in real-time. This feature helps reduce the inefficiencies involved in endless email chains and back and forth phone calls, resulting in fewer errors, more effective collaboration and faster time-to-market.
  • Real-time control. Advertisers and publishers want to be able to act on incoming data about how premium ads are performing. Pictela now allows users to update or publish changes to live campaigns in real-time, in order to optimize impact. Pictela also supports greater control of cross-platform ad development, ensuring that premium messages look great whether they are appearing on a desktop, smart phone or tablet.
The new Pictela platform puts publishers, agencies and advertisers on the fast track to building rich, high-impact premium ad formats, at scale.

AOL Networks is also launching a global Innovation Lab. The Lab will bring together top tier advertising tech talent from AOL Networks and marketing brand and technology executives to solve core business challenges they face in the ad technology space. The goal is to run hackathon style collaborations and deploy a creative solution within a 48-hour timeframe that delivers on the clients marketing business objectives, using AOL's mix of scalable solutions, technology and platforms. The lab aims to challenge the status quo in internet advertising by delivering premium, industry first solutions for brands at scale.
For updates and the latest news from AOL, follow @AOLPR on Twitter.

Sep 6th 2013

AOL and Minteye Partner to Create New Video Ad Unit

At AOL, we're big believers in the power of video advertising – just look at our recent acquisition of Adap.tv, our focus on original programming, and the launch of our Programmatic Upfronts. We're also committed to partnering with outside companies who are creating the most cutting-edge technology to help video advertisers stay one step ahead of consumer behavior.

On the heels of our recent partnership with video enrichment platform Carambola, we're proud to announce that we've teamed up with minteye to create a powerful new ad unit based on the technology that powers minteye's Pre-Roll SKIP ad product.

We're even prouder to share that we're the first to adopt their technology.

With the unit, we're able to reduce click-aways and ensure that users stay engaged. By offering users the choice to skip the ad, it gives them control over their ad experience – via minteye's slide-bar technology – creating a game-like interaction.

So, how does it work?
While the user slides the bar to skip the pre-roll, an ad visual that's been broken down into tiles appears over the pre-roll. As the user continues to slide the bar, the tiles become a normal image, which is resized to fit the frame. Once the user has normalized the image, the "skip" button becomes active and the user can proceed directly to the content. This also drives higher awareness for advertisers than if the user had watched the entire pre-roll.

We think it's a win-win for everyone: Consumers get to the content they want faster, and advertisers get guaranteed engagement while supporting a better user experience.

Try the unit out for yourself here.
For updates and the latest news from AOL, follow @AOLPR on Twitter.

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