AOL Networks on Wednesday rebranded as AOL Platforms.
As part of the rebrand, the company has rolled programmatic capabilities for video with Adap.tv, mobile and display with the AdLearn Open Platform (AOP) and its supply-side Marketplace product, into the development of platform “ONE by AOL.” IPG Mediabrands is the charter agency partner for ONE, which will aid with agency activation of data across display, mobile, video and linear TV.
“If you fast forward two to three years from now, you’re not going to see an ecosystem where there’s four layers between the buyer and seller,” explained Amir Ashkenazi, CEO of programmatic video platform Adap.tv, acquired by AOL last fall. “Companies that can develop a comprehensive, unified cross-device and cross-format solution will win.”
Additionally, ditching "Networks" – and its media connotations – may help AOL dispel concerns on the buy side that AOL's ad tech arsenal is primarily a way to funnel demand to AOL-owned inventory.
AOL is betting on the benefits of the “network effect,” which Seth Demsey, chief technology officer of AOL Platforms, said is the opposite of “boxing” somebody into the use of a single product or media choice.
“When you enable [the marketer] with a platform, you can help them modify, build and evolve the platform to suit their needs,” he said. “It’s necessary that platforms work and be open to other technologies and data. The second thing is, when you create a platform, other people can extend the platform and make it more powerful in certain areas.”