AOL announces One platform programmatic play to push more cash to publishers

March 27, 2014 2:08

AOL has today announced a major play in the global programmatic space unveiling plans for a new global platform for brands, agencies and publishers called One.

The move was announced by Tim Armstrong, AOL’s chairman and CEO, and Bob Lord, CEO of AOL Platforms, during a keynote presentation at Ad:tech San Francisco overnight.

“More than $5 billion will be spent by marketers on programmatic in Australia in aggregate over the next 4 years; most of that will not make it to publishers due to the complex systems that contribute to the ‘tech tax’,” Phil Duffield, senior vice president international, Adapt.TV told Mumbrella. Adapt.TV was bought by AOL last year for US$405m and will be part of the One platform.

“With One, we are committing to mechanize marketing so that advertisers and publishers can tap digital innovation to drive growth and efficiency, and that’s especially true in APAC which is expected to outpace all other international markets in terms of adoption of programmatic.”

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Nic Christensen

Nic Christensen worked for Mumbrella from 2013 to 2016, in roles including deputy editor and media & technology editor. He is former media writer for The Australian and has also worked as a reporter for The Daily Telegraph and senior producer for Radio 2GB.

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1 COMMENTS

Stevan S 27 Mar 14

Is this the beginning of the end of the Media Sales Rep????

How does a computer pay for lunch and choose the wine???
I’m not looking forward to it as I’m going to miss the human interaction and the great ideas…….

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