AOL To Debut New Campaign Platform
Investing further in ad services, AOL is expected to debut a centralized platform for campaign optimization, expansion, and real-time bidding capabilitiesTuesday.
The AdLearn Open Platform (AOP) — an extension of Advertising.com’s current AdLearn technology — is, in part, AOL’s answer to the rise of real-time marketplaces.
“With AOP, we are providing advertisers and agencies access to the power of our platform … as the industry evolves to real-time marketplaces,” said Ned Brody, Chief Revenue Officer at AOL.
Using the new platform, marketers can centrally manage campaigns across what Brody calls the largest market of real-time bidding inventory available, including all major RTB exchanges, as well as bidded access to AOL, Huffington Post and Ad.com’s inventory.
It also includes inventory from the recently announced display ad agreement between AOL, Microsoft, and Yahoo.Marketers will have the option to use the AdLearn Open Platform through self-service or managed service solutions
The State Of Rocket Fuel: CEO John Sees Impressive, Real-Time Bidding Impact
George John is CEO of Rocket Fuel, an online advertising technology company.
As part of its “State of…” series of articles with industry executives, AdExchanger.com spoke with John to discuss his company, his views on the space, and the state of Rocket Fuel today.
Click below or scroll down for more:
•RTB Impact On Display •The Ad Network & Company Positioning
•Revenue, Momentum •Trends Ahead for 2012 and 2013
•Mobile, Social And Rocket Fuel
AdExchanger: Are you seeing the impact you originally anticipated with real-time bidding (RTB) for PC‑based display?
GJ: It’s much better than I thought. If you consider the layers of sophistication around leveraging exchanges and liquid inventory, where “1.0″ was the original Right Media Exchange, and you’d log in and define your targeting rules and your bids, then “2.0″ was real-time bidding – but it doesn’t add anything to that style of buying.
Read more: AdExchanger