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AOL Announces Attribution-Enabled Data Management Platform — A Milestone for ONE by AOL

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AOL Inc.’s mission is to simplify the Internet, and today AOL announced a significant milestone in the simplification of digital advertising and measurement. With the launch of AOL’s data management platform (DMP) with multi-touch attribution (MTA), AOL is adding another major product milestone in the development of ONE by AOL. In March at ad:tech San Francisco 2014, AOL announced its intention to build ONE, an open, data-driven programmatic ecosystem for brands, agencies and publishers and since then has added two charter partners to the platform: IPG MediaBrands and Havas. This announcement was made at the second annual Programmatic Upfront in New York City.

“AOL is simplifying advertising with technology, and is leading the transformation of Madison Avenue globally,” said Tim Armstrong, Chairman and CEO, AOL. “The advertising market is transforming from a last click, search-dominated industry to a multi-channel marketing industry. AOL is combining machines with human creativity to make advertising more impactful to consumers. Today, the record pace of change is both an opportunity and a challenge for agencies, brands and publishers, and we are making connecting with consumers more simple and effective.”

DMP with MTA

AOL’s DMP, which will be made available first to existing programmatic customers, creates a data services layer with a single user-view across all inventory – with input from various data sources including the marketer’s data, AOL’s data, and data from any third party data connected to ONE by AOL’s open ecosystem. ONE infuses data into the entire marketing process including:

  • Cross-channel analytics to give advertisers and their agencies a unified, audience-focused, view of their marketing campaigns’ performance
  • Planning to execute against data insights and audience segments with advanced forecasting and scenario analysis
  • Activation across any media partner or platform in the ad tech ecosystem, whether it is one of AOL’s demand-side platforms (DSPs), a third-party DSP or a direct publisher buy
  • Multi-touch attribution across all media strategies and tactics to measure the impact on both offline and online purchases, the true measure of a successful marketing program

First generation DMPs and DSPs are siloed systems with separate views to audience exposure and engagement, making even the basic task of measuring return on marketing investment very complex. This milestone for ONE by AOL connects audience data to the purchase path and media exposures to allow brands to measure true return on marketing spend.

“The launch of our DMP is a major milestone as we build ONE by AOL,” said Bob Lord, CEO, AOL Platforms. “Data is at the heart of ONE. As the industry continues to transform, clients need to ask themselves four things: do they have a cross-screen data strategy, do they have an internal roadmap around programmatic, is that roadmap an open or closed strategy, and are they testing linear TV?”

Lord added, “Establishing deep meaningful relationships with consumers will only happen with data as the foundation of a marketer’s strategy – including digital and linear TV – to look at consumers through a single, media-agnostic lens.”

An open ecosystem where partners and competitors, publishers and marketers, are all beneficiaries of a platform-driven industry has always been in AOL’s DNA and is the grounding principle of ONE. AOL has long-standing relationships with data partners across display, video, mobile and TV, including Nielsen, comScore and Rentrak.

AOL Platforms enables the world’s top marketers and media brands to reach consumers across desktop, mobile, tablet and TV with impact through premium experiences, programmatic buying and performance driven campaigns. It is the global partner of choice for leading publishers, advertisers and agencies seeking to maximize the value of their brands online. For more information, visit our new website, which includes perspectives on the power of automation from industry luminaries, at You can also follow us on Twitter at @AOLPlatforms and track news about ONE with #ONEbyAOL.

To participate in the dialogue about the Programmatic Upfront 2014: #AOLUpfront.

About AOL

AOL Inc. (NYSE:AOL) is a brand company, committed to continuously innovating, growing, and investing in brands and experiences that inform, entertain, and connect the world. The home of a world-class collection of premium brands, AOL creates original content that engages audiences on a local and global scale. We help marketers connect with these audiences through effective and engaging digital advertising solutions.

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