AOL Platforms on Thursday announced the findings of its “2016 Publisher Outlook: Monetizing in the Age of Mobile & Video” report. Among the results: More than 70% of publishers conduct their media sales using programmatic tools.
AOL Platforms is the unit within Verizon/AOL that focuses on media sales and solutions across mobile, desktop, and TV.
“Per our data, programmatic-based transactions continue to grow. Across the 300 publishers polled, the overwhelming majority cited a substantial shift toward programmatic marketing platforms," Matt Gillis, SVP, publisher platforms at AOL Platforms, told Real-Time Daily via email. Gillis said that programmatic technology is helping publishers increase the value of their inventory through data intelligence and a focus on optimizing their sales process.
Among the other key findings: