Verizon Communications Inc. (NYSE:VZ)’s AOL Enriches One-By-AOL Platform
Verizon Communications Inc. (NYSE:VZ)-owned AOL is targeting digital publishers with a tool that simplifies monetization. That tool is called One-by-AOL:Publishers and it is a consolidated suite of a number of publisher-focused services that the company used to offer separately.
Verizon Communications Inc. (NYSE:VZ)’s AOL has figured out that using fragmented tools to accomplish tasks such as revenue management, content distribution and platform analytics can be overwhelming for publishers. That has led the company to think about One-by-AOL, a unified tool that simplifies management of digital publishing platform. According to AOL, its unified publisher suite brings end-to-end support in ad inventory management and more in one place.
The One-by-AOL suite combines Millennial Media and Gravity services that AOL used to sell to publishers as a standalone services. AOL will still allow publishers to buy the services separately if that is what they want.
However, the company emphasizes that using a consolidated ad inventory management tool helps publishers to save time and money. AOL is hoping that the more than 75,000 publishers that already use its network will benefit One-by-AOL.
Initially One and now One-by-AOL
Earlier, Verizon Communications Inc. (NYSE:VZ)’s AOL had launched a suite of products targeting ad buyers. The company called that suite Simply One. As such, the latest One-by-AOL expands the company’ simplified solutions targeting marketers and publishers in the same breath.
$2 million in funding
AOL has acquired Paris-based startup AlephD enrich its One-by-AOL offering. AOL didn’t disclose how much to paid for AlephD, but the startup is known to offer publisher-themed automation solutions that among other things help with identifying the best ad impression price. AlephD had raised about $2 million in funding before its acquisition by AOL.
AOL living up to expectation
It is widely believed that Verizon Communications Inc. (NYSE:VZ) acquired AOL to benefit from the company’s ad technology. With the latest developments, one gets the impression that AOL is trying to live up to the expectation of the new owner. Simplifying ad selling and ad buying should endear AOL to many digital marketers and publishers.
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