Platform-A To Launch Self-Service Ad Exchange

AOL’s digital advertising business Platform-A is to launch a self-service ad exchange next year in an attempt to give advertisers more control in managing display advertising campaigns.

Called BidPlace, the self-service marketplace exchange will let advertisers dynamically bid on and manage display inventory across Platform-A’s network.

Lynda Clarizio, president of Platform-A, said: “BidPlace unleashes the industry’s most powerful advertising technologies and puts them in the hands of advertisers.

“This is the next step in Platform-A’s efforts to provide marketers a unified solution for brand advertising at scale and performance advertising across multiple media. BidPlace gives advertisers what they’ve been asking for – a more accessible and transparent approach and an ability to adjust the dials to get the best results.”

BidPlace will allow advertisers to submit bids for CPM, CPC and CPA advertising on AOL, on select partner sites and on Platform-A’s third-party network.

The launch is the latest of Platform-A’s aggressive product launch efforts. In recent months, Platform-A has launched, among others: Spot Marketplace, which lets advertisers buy non-reserved site or content-specific media across Platform-A; Behavioural Targeting across Platform-A; and an affiliate marketing solution that links Platform-A’s buy.at affiliate network to the widget-based marketing tools of Goowy Media.

Platform-A: www.platform-a.com