Big Data just got much bigger at AOL.
At its second annual “Programmatic Upfront” event in New York on Monday, AOL announced the launch of a data management platform (DMP) with multi-touch attribution. The DMP will be part of AOL’s “ONE” platform, the multichannel programmatic ad platform the company plans to launch in 2015.
AOL had previously used third-party DMPs for its data needs but built its new DMP in-house using technology from Convertro, the consumer tracking platform and attribution tech firm that AOL acquired in May.
Speaking at the Programmatic Upfront event, Seth Demsey, chief technology officer of AOL Platform -- the division in which the ONE platform is housed -- said the new DMP allows advertisers to track audiences across all screens.
“You can look at each audience on a per-channel basis,” said Demsey. “We can see how Audience A is doing on TV, display, digital video; [we can see] where we can reallocate spend to make things better.“ He added: “We can go even further to look at the creative level.”
Bob Lord, CEO of AOL Platforms, said the programmatic ad industry is moving much faster than anticipated -- a thought shared earlier by Tim Armstrong, chairman and CEO of AOL.
“You need to think of your media planning strategy very different,” said Lord. “No longer can it be top down; it has to be bottom up, and it needs to be optimized while the media plan is in flight. We need to embrace multi-touch attribution.”
AOL is not the only company advocating for -- and investing in -- multi-touch attribution. An Accordant Media report from May noted that multi-touch attribution is significantly better at attributing credit to the appropriate sources, and a recent VivaKi whitepaper shed light on the pitfalls of last-touch attribution.
Lord also urged ad buyers to lean in on programmatic buying of linear television, something he said the ONE platform will support. In a similar vein, AOL Platform has also announced that it has expanded its partnership with Affiperf, the trading desk of Havas, to include television buying.
“We have a conviction: What can be automated, will be automated,” stated Dominique Delport, global managing director of Havas Media Group and chairman of Havas Media Group France and Havas Media Group UK. To gear up for its support of programmatic linear TV ad-buying, AOL has also announced the launch of TV ad targeting and analytics technology.
The new DMP will first be made available to AOL’s existing programmatic customers, per a release.
An in-house DMP was one of the few things missing from AOL’s upcoming multichannel ad platform, and the addition of a DMP -- along with the addition of linear TV targeting tech -- makes AOL a more formidable player in the programmatic ad space.
In a report this morning, Brian Wieser, senior analyst at Pivotal Research, wrote that they view AOL as “an increasingly formidable competitor” to Google and AppNexus, citing the upcoming "ONE" programmatic ad platform as the reason why. However, Wieser also noted that AOL "must overcome concerns from some publishers regarding the competitive nature of an ad platform owned by a publisher."