If AOL hadn’t already made it clear it would double down on digital video and end-to-end marketing tech at its Digital Newfront in May, Monday’s Programmatic Upfront at Advertising Week in New York left no doubt.
AOL’s latest development? The company has layered in and built a data-management platform (DMP) out of attribution vendor Convertro, which it purchased in May.
The DMP will complement ONE by AOL, an early-stage unified platform combining video from AOL’s Adap.tv acquisition, the AdLearn Open Platform and AOL Marketplace, which the company unveiled in March.
AOL will roll out the DMP first to existing programmatic customers and it is designed to provide a single view across a marketer’s entire inventory – both on AOL and off. If 2014 was the year of the rebrand from AOL Networks to AOL Platforms, 2015 will be about the DMP or the “marketing investment platform.”
“Customers are changing the way [media] decision processes are happening,” said AOL CEO Tim Armstrong to a small group of press and analysts before he presented to an intimate gathering of 150 agency employees and marketers at Spring Studios in SoHo. The crowd was substantially smaller than last year's inaugural programmatic upfront, which drew 700.
Marc Fonzetti, director of media strategy and investment for Verizon Wireless, revealed during the Programmatic Upfront that AOL’s ability to blend CRM, media and second-party data led to a new partnership. Verizon Wireless could also augment data in AOL’s ONE platform by hooking it up to Oracle-owned DMP BlueKai, an openness which spurred Verizon's selection.