AOL’s biggest announcement yet in ad tech flags plans to take on Google

AOL today unveiled its plans for a new global programmatic advertising platform for brands, agencies and publishers that it says will allow it to compete with Google in the advertising technology space.

Called ‘One’, the product is aiming to be a one-stop-shop, and will leverage the teams and technologies behind vendors such as Adap.tv, AdLearn Open Platform and Marketplace to drive brand insight and action across all screens (including TV), formats and inventory types.

AOL’s chairman and CEO, Tim Armstrong and CEO of AOL Platforms, Bob Lord, made the announcement during a keynote presentation at Ad:tech San Francisco, where they shared their vision of advertising’s future: an open ecosystem where partners and competitors, publishers and marketers, are all beneficiaries of a platform-driven industry.

Matt Seiler, global CEO of IPG Mediabrands, joined them on stage to announce IPG Mediabrands plans to be the charter agency network partner for One, reinforcing its commitment to fully automating half of its media investments by 2016.

Together, the two companies say they plan to work to deliver the promise of automation to the industry at large. The move builds upon the work that IPG Mediabrands, its strategic investment division, Magna Global, and Magna Consortium member AOL have done to-date to use data and technology to create different models for media transactions, operations and investments.

“AOL has spent the last four years building platforms to facilitate the efficient and effective flow of advertising dollars to digital,” said Armstrong.

“We build brands – our own, and those of more than 22,000 publishers in our global network and the thousands of marketers we work with daily to help them accomplish their business goals in today’s fast moving, dynamic market.

“On the platforms side of our business, as machines automate more media decisions across TV to digital, we are well-positioned to help advertisers, agencies and publishers realise the true value of data-driven advertising.”

Here’s how AOL is promoting One:

aol one choices