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Nov 3rd 2014

IAB Helps Push the Growth of Automated Guaranteed Buying with Release of "OpenDirect 1.0"

Today the Interactive Advertising Bureau (IAB) released "OpenDirect 1.0" for public comment. OpenDirect 1.0 is a new automated, guaranteed API standard for the programmatic selling and buying of premium inventory that brings greater efficiencies and reliability in the packaging, pricing and delivering of reserved inventory for publishers.

This initiative and the capabilities it provides align with AOL's open programmatic strategy, which includes an advanced programmatic guaranteed offering available through AOL Platforms. Efficient transactions between multiple publishers and buying platforms have the potential to dramatically accelerate the growth of automated guaranteed buying.

The specs were originally developed by AOL, Microsoft, Yahoo and Yieldex and were brought to the IAB and the Digital Advertising Automation Task Force to be part of their existing automation efforts to gain wider industry participation, and drive adoption across the ecosystem.

To review and or comment on "OpenDirect 1.0," please visit www.iab.net/opendirect. The public comment period is open through Dec. 3, 2014.

Sep 23rd 2013

AOL is Leading a Movement

Tonight is a milestone moment for the industry. AOL will hold the first-ever Programmatic Upfront for more than 800 digital and traditional marketing executives.

The movement is about simplifying digital advertising at scale – this is our mission at AOL Networks. It's about using technology, data and automation to free up marketers and agencies to do breakthrough creative work. It's about tearing down the inefficiencies that today prevent our industry from competing in earnest for TV budgets. It's about automating what can and should be automated. And it's about defining a new way of buying in the digital space.

For traditionalists, it's easy to claim that 'programmatic' and 'upfront' don't go together; to label 'programmatic' and 'premium' as opposites. This is an empty claim - an attempt to pigeonhole automation as remnant bidding. Many benefit from keeping the industry confused because it fuels feature-based vs. solution-based businesses. But the truth is that programmatic is only synonymous with automation. That it has nothing to do with inventory quality. The fact is that the agencies, brands and publishers that leverage automated programmatic technologies take back huge budget percentages currently lost to 'features'. They lock in better brand results and they create business efficiencies that ultimately drive competitive advantages.

As an industry, we can and should make this easier than we do. As evidenced by the number of marketing executives attending the Programmatic Upfront, buyers want to double down on digital. And they want us to make it much easier and simpler than it is to do so.

With a complete, premium cross-screen and format tech platform that we are investing more and more in each day (i.e. recent acquisition of Adap.tv), AOL is doing its part to draw a line in the sand. We are asking the industry to join us. Tonight, we will demonstrate that the market is ready for change; clients will show that creativity can be the star that rises out of automation.

Check out the AOL Networks programmatic platform video below: For updates and the latest news from AOL, follow @AOLPR on Twitter.

Aug 19th 2013

AOL On partners with Carambola for exclusive new ad format to online video

It's no secret that at AOL, we take our original programming very seriously. Over the past few years, we've made a significant investment in video because of the incredible opportunity we see to entertain and inform viewers and to provide new opportunities for advertisers. Today we're announcing a partnership that enables us to deliver on both of those promises.

Some of your favorite AOL On Originals feature new native ad content like polls, trivia, e-commerce offers and other information within the video are powered by Carambola. They've created the world's first automated video enrichment platform that is exclusively available through AOL. Their algorithms analyze each AOL On video and create a unique and interactive layer related to the video content. The result is a powerful tool for advertisers that gives them additional user-initiated exposure, plus the ability to reach consumers in a highly relevant, contextual way.

We think the numbers coming out of our pilot program speak for themselves: one in ten viewers clicked to learn more about the video's content and they spent an average of 25 seconds with the unit. More than 60% of them chose to continue on to answer quizzes, read trivia, find outlets to purchase featured items, and otherwise explore the main menu. Furthermore, each unit is customized to fit AOL On channels and enriches video content without actually feeling like an advertisement.

For viewers, this means the ability to instantly and seamlessly find more information about the content on their screens without having to search for it on the web. For example, on "Now Eat This! Italy" with Rocco DiSpirito users can get inside the video by clicking on the small "AOL On" icon on the top of the screen to lead to a variety of information - from fun facts about Rocco, to recipes he is preparing, to where to buy his latest cookbook - and they can even choose to take part in quizzes and surveys.

We're committed to finding the most innovative new features in digital advertising today, and we're proud to bring Carambola into the fold. You can check it out in action here.

May 9th 2013

AOL To Be The First Digital Media Company To Certify Its Sales Team Through The IAB

Earlier this year, AOL was named one of only two companies who received the IAB Award for Overall Sales Excellence recognizing our commitment to provide clients with the best customer service, knowledge and innovation. To raise the bar in the industry, AOL is set to become the first large-scale digital media company to certify its sales team in partnership with the IAB. Joining their Digital Media Sales Certification program will allow AOL sellers to excel as industry leaders.

IAB's Digital Media Sales Certification program, established in 2012, is the first-ever educational standard for digital media sales teams, creating a professional benchmark for the digital advertising field. The program is created by and for industry experts and AOL will benefit by ensuring they have the most knowledgeable sales teams possible.

The certification knowledge areas include:
  • Comprehending the Digital Advertising Ecosystem
  • Selling Digital Media
  • Managing Digital Advertising Campaigns
  • Analyzing Campaign Performance

This certification is the highest industry credential for digital media sales professionals and it's a badge AOL's sales teams will wear proudly.

Click here to learn more about AOL Advertising.

Feb 26th 2013

Advertising.com Offers Facebook Inventory Through Facebook Exchange Partnership

Advertising.com customers can now access Facebook inventory through AOL's massive premium, cross-screen network. With 608M global unique visitors, Advertising.com is one of the largest providers of programmatic buying, and with the addition of Facebook's 1bn users, our reach is expanded even further.

We know that advertisers want to include Facebook inventory in their buys – we're seeing it on RFPs – so we're glad to be able to further meet their needs. Marketers can execute both brand and performance campaigns across screens (desktop, mobile, tablet, connected TVs), across formats (video, mobile, premium formats), and now on one of the most visited sites in the world, all with one buy through Advertising.com.

Working with Advertising.com advertisers will be able to powerfully leverage their own, and AOL's, targeting on Facebook.

At AOL Networks, our mission is to simplify digital advertising at scale. We are delivering on the intersection of premium and programmatic buying for our clients and this is another step in that direction.

* comScore Media Metrix January 2013

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