AOL will trade all of its reserved inventory via its demand side platform, opening up ad space to trading desks and brands so that they can automate buying via a self-serve model.
AOL has largely ditched the ad network model to become a fully-fledged technology platform. One of the largest media companies in the world, facing erosion by Google and Facebook, it bought programmatic video platform AdapTV a year ago for $405m, then this year bought attribution firm Convertro. It is also building out its DMP to complete its advertising platform in a bid to compete at the top table.
The aim is to take a bigger share of ad dollars so that whichever way the money comes in, it ends up on an AOL P&L.
The self-serve model also gives the brands and trading desks more control.
AOL said it will make 100% of reserved inventory available programmatically across sites including AOL, The Huffington Post, Engadget, TechCrunch, Parentdish and MyDaily.
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