SINGAPORE — As part of its focused mission to simplify the digital ad ecosystem, AOL has announced the official launch of AOL Platforms in Singapore and a global brand alignment as part of the North American launch of ONE by AOL.™ ONE by AOL is an open, unified programmatic platform enabling marketers to optimise against campaign goals across all screens, formats and inventory types.
AOL Platforms’ existing programmatic business unit within the regions, Adap.tv, has rebranded to ONE by AOL: Video. The programmatic TV unit, which Adap.tv has partnered with MCN in Australia to launch the world’s first private marketplace for linear TV, will be known as ONE by AOL: TV. AOL Platforms will be led by Alex Khan in South East Asia, who previously led Adap.tv in the region.
“AOL’s mission has at its heart the ‘simplification’ of the digital space by unleashing the world’s best builders of culture and code and today’s launch of ONE by AOL furthers that mission significantly,” said Tim Armstrong, Chairman and CEO of AOL.
This marks a significant step forward for AOL as it continues to build a reputation as a leading media technology company increasing its influence in the delivery of cross-screen video programmatic and content platforms. ONE by AOL is a modular technology stack that capitalises on open data integrations, inventory, creative optimisation and attribution methodologies versus a closed “walled garden” strategy with predetermined capabilities and partners and limited flexibility and portability.
“It’s an exciting time at AOL,” says Alex Khan, Managing Director, AOL Platforms, South East Asia. “We have already achieved a lot locally, but with the power of AOL’s global development team we will be able to offer an increasingly diverse media offering, in an open environment, across all screens, formats and inventory types.”
AOL has invested heavily in video and programmatic technologies over the past five years under Tim Armstrong’s leadership. Adap.tv has been operational in Singapore since 2014 and has been instrumental in the shift in video from manual transactions to programmatic media buying. AOL acquired the company in September 2013 and, now with ONE by AOL, will extend the functionality to provide a simplified, integrated platform for buying channels, audience management and best-in-class multi touch attribution, seamlessly connecting with data throughout the entire process.
AOL Platforms also offers the award-winning global branded video syndication platformBe On in South East Asia. Be On brings together content production, syndication and real-time insights as an end-to-end advertiser solution for long-form branded content across all devices.
