NEW YORK--(BUSINESS WIRE)--AOL Networks today announced the launch of its sell-side platform (SSP), MARKETPLACE by ADTECH, rounding out its advertising technology stack to offer a full-service solution to premium advertisers and publishers. MARKETPLACE delivers online publishers more demand stability and liquidity and maximizes the value of their non-reserved ad inventory. The launch of MARKETPLACE marks another step in AOL Networks’ mission to simplify digital advertising at scale with robust solutions for publishers and advertisers. AOL Chairman and CEO Tim Armstrong made this announcement at ad:tech San Francisco.
MARKETPLACE allows premium publishers to advance and simplify their business by:
- Leveraging the proven core technology of ADTECH, AOL Networks’ industry leading cross-platform ad serving platform.
- Managing blocks and transparency settings at any inventory level.
- Getting high-touch client service from setup all the way through yield evaluation.
- Focusing on what they do best - selling premium advertising and letting MARKETPLACE make the most from their non-reserved demand.
“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,” said David Jacobs, Senior Vice President, AOL Networks. “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.”
MARKETPLACE sets a new standard for inventory monetization. It addresses basic publisher needs like brand protection and transparency, and layers on unique yield and performance insights. MARKETPLACE can be used as a standalone or as a feature of the ADTECH ad serving platform.
"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," said Mike Moreau, VP Digital at GateHouse Media. "AOL Networks' longstanding expertise and leadership in driving inventory value will certainly result in this new SSP elevating the market."
“MARKETPLACE was built with an in-depth understanding of publisher needs – after all, we based it off of the needs of one of the largest publishers in the world: AOL,” continued Jacobs. “Having partnered with thousands of premium publishers for over a decade on the buy side, we have developed significant experience and insights into how to drive demand and yield for publisher partners who are seeking to increase their revenues. We are excited to offer our MARKETPLACE solution to drive value for our partners on a global basis.”
About AOL Networks
AOL Networks enables the world’s top marketers and media brands to reach consumers across desktop, mobile, tablet and connected TVs 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 online brands. AOL Networks brands include Advertising.com, The AOL On Network, goviral, ADTECH and Pictela.
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.