AOL makes programmatic play for bigger slice of ad dollars

By (incomplete) | 23 July 2014

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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