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Monday, April 15, 2024

AOL Introduces 'Platform A': Integrated Ad Targeting

AOL has moved its corporate headquarters to New York to be at the center of the U.S. ad and media universe and has introduced what it’s calling “Platform A,” an integrated ad buying platform and network that the company says has broader reach than any other today. Advertising.com and some of the more recent AOL acquisitions, including mobile ad network Third Screen Media and behavioral targeting firm Tacoda, are being integrated to provide an impressive array of capabilities that should rival Yahoo, Google and Microsoft.

From the press release:

The new entity, called Platform A, will offer advertisers access to the most sophisticated targeting and measurement tools available in the marketplace across Platform A’s unmatched network of third-party sites, as well as AOL’s owned and operated sites. Platform A already reaches more than 90% of the domestic online audience, according to comScore Media Metrix. Platform A builds on the success of Advertising.com, which operates the largest third-party display network, and integrates behavioral targeting leader TACODA, Third Screen Media, which operates the largest mobile media network, market leading video ad serving platform Lightningcast, and ADTECH’s global ad serving platform.

Simultaneously, AOL has stuck a deal with HP to offer co-branded local portals (like others such as Google-Dell and Microsoft-Lenovo):

AOL separately announced today that it has signed an agreement with HP to offer co-branded, localized versions of its portal, toolbar and search on HP desktop and notebook PCs sold worldwide. Under the agreement, the co-branded portal will be set as the default homepage, and the co-branded toolbar and search will be default settings in various countries worldwide. The agreement extends and expands the existing relationship between HP and AOL, which provides consumers with a co-branded AOL/HP portal as the default homepage for HP consumer PCs sold in the U.S.

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