AOL [NYSE: AOL] today announced the beta launch of the AdLearn Open Platform (AOP), an extension of Advertising.com’s current AdLearn technology that will allow clients to manage, optimize and analyze online marketing campaigns from one central platform. The platform provides digital marketing professionals with complete access to the robust AdLearn optimization technology, real-time bidding (RTB) capabilities, massive reach and premium inventory.
“Advertising.com has been running one of the largest and most sophisticated non-reserved inventory marketplaces for more than a decade,” said Ned Brody, Chief Revenue Officer, AOL. “With AOP, we are providing advertisers and agencies access to the power of our platform, including AdLearn, the industry’s leading optimization technology. It shows our continued commitment to product innovation at AOL as the industry evolves to real-time marketplaces.”
“AOP was built on the core strengths of the Advertising.com network and was designed to arm and empower marketing professionals with technology that drives the highest and most efficient ROI possible,” said Doug Boccia, Vice President, Platform Solutions, AOL. “With the help of an intuitive interface, AOP delivers all the tools marketers need to effectively manage every dollar spent on their brand, including scaled performance, transparency, quality inventory, advanced campaign control, access to data and audience insights.”
Clients will be able to centrally manage campaigns across the largest market of RTB inventory available, including all major RTB exchanges, as well as bidded access to AOL, The Huffington Post, Advertising.com network inventory and the recently announced display advertising agreement inventory. They will be able to leverage AdLearn to bid and optimize audiences at scale, ultimately meeting the client’s objective, whether brand or performance.Clients have the option to use the AdLearn Open Platform through self-service or managed-service solutions. Self-service benefits agencies and direct clients in terms of control, transparency and immediate campaign management, while managed-service provides access to the same open ecosystem with expert campaign optimization assistance from experienced analysts at Advertising.com, including market and platform knowledge.