AOL launches new cross-screen programmatic platform

AOL has today unveiled a new platform in the US that will allow advertisers to buy across different platforms programmatically.

ONE by AOL will be the first open cross-screen programmatic ad platform optimising campaigns from web to TV and sees the company’s Adap.tv rebranding to the new name.

“With the launch of ONE, we are helping solve real business problems for marketers,” said Bob Lord, president, AOL.

“ONE allows advertisers and agencies to use data as the foundation of their marketing strategy, looking at consumers through a single, media-agnostic lens, from web to TV. Connecting audience data to media exposures throughout the purchase path lets brands accurately measure return on their marketing dollars.”

ONE delivers a “consolidated, holistic view” of marketing spend and performance across all screens – including TV – and is “unprecedented” in today’s market, the company said in a statement.

“The ability to truly uncover and map the consumer journey across multiple screens, in a single unified view in a simplified way, will allow marketers the ability to deliver relevant and personalised messages at the right place and time, in a more meaningful way,” said Elizabeth Bridenstine, VP account director at Havas Media.

“This opportunity by ONE by AOL enables us to adapt and refine our marketing to help build the brand over time and drive sales overnight.”

Additional elements of the platform will launch in the UK and in other territories later this year.