Today, in a historic moment for digital advertising, AOL Networks hosts the industry’s first-ever Programmatic Upfront, which features major agencies and brands making upfront financial commitments for 2014. This milestone event focuses on how technology and automation are disrupting digital advertising. Pioneers including Nate Silver, editor-in-chief of ESPN’s FiveThirtyEight blog, and Dr. David Plans, co-founder of BioBeats, will share their perspectives and experiences that demonstrate how technology and automation can unlock creativity.
AOL Networks also announces that upfront clients will be able to purchase reserved AOL inventory on a programmatic basis via AdLearn Open Platform (AOP), which includes a host of new features designed to make the automation and optimization of online marketing campaigns simpler, more efficient and more effective.
Accuen, Amnet, Havas Media, Horizon Media and Magna Global are among the agencies that have made strategic investments for 2014 to AOL Networks’ programmatic stack. DigitasLBi, Razorfish and VivaKi, which are participating in the event, are also considering making investments.
“The digital advertising industry has created an environment filled with hundreds of small companies each pitching highly technical 'necessities' to drive results, which has led to confusion,” said Tim Armstrong, Chairman and CEO, AOL. “Advertisers and their agencies want to cut the waste and take control of their digital marketing allocation. The goal for everyone in the industry should be to simplify the landscape so more focus can be spent on reaching consumers via premium experiences.”“The power of our tech platform lies in its ability to simplify programmatic buying while driving brand performance at massive scale,” said Bob Lord, CEO, AOL Networks. “An upfront model amplifies the value of programmatic technology by further reducing administration, redundancies and waste. By committing to programmatic packages upfront, advertisers can save an enormous amount of time and money while improving results, all of which can be channeled to the creation of highly innovative and engaging campaign strategies and creative.”
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