Yahoo Finance reported on April 11, 2013, that AOL Networks Chairman and CEO Tim Armstrong unveiled its sell-side platform at ad:tech San Francisco.
The company has taken a big leap to help the online publishers maximize value of the non-reserved ad inventory.
The Marketplace rounds outs AOL Networks’ end-to-end advertising stack making the company reach at par with Google across the entire digital advertising ecosystem via its top-notch services.
AOL Networks CEO Ned Brody mentioned, “If you don’t have both supply and demand solutions, you are disadvantaged in this increasingly complex digital advertising ecosystem.”
Offering demand stability and liquidity to the publishers are the two most crucial aims of the Marketplace. This full-service solution to premium advertisers and publishers is targeted at simplifying digital advertising.
AdTech technology, which is the kernel of AOL, has been used to build the Marketplace. It took 10 years to evolve this technology with the help of premium publishers.
Moreover, it has been beta tested by some of the largest publishers in the world.
David Jacobs, Senior Vice President, AOL Networks said, “Our goal at AOL Networks is to simplify digital advertising at scale and now, with the addition of Marketplace, publishers have a one-stop solution to manage every piece of inventory they have.
"If you don’t have both supply and demand solutions, you are disadvantaged in this increasingly complex digital advertising ecosystem. With Marketplace, we give publishers a connected programmatic platform that is transparent and efficient as well as pre-loaded with demand.”
Focusing on brand protection, transparency, unique yield and performance insights, the Marketplace sets a new standard for inventory monetization.
The publishers and advertisers can use it as both a standalone or as a part of the Adtech ad serving platform.
Mike Moreau, VP Digital at GateHouse Media commented "Publishers need technology that is dedicated to drive stable demand and liquidity, and the promise of one from such a seasoned player is very exciting.
"AOL Networks' longstanding expertise and leadership in driving inventory value will certainly result in this new SSP elevating the market."
via Examiner National Edition Gadgets & Tech Channel Articles http://www.examiner.com/article/adtech-2013-reaches-next-generation-beyond-millenials?cid=roadrunner