AOL Announces Global Launch of One by AOL: Publishers, and Aleph Acquisition

Jan 26, 2016


At the Interactive Advertising Bureau's Annual Leadership Meeting, AOL launched ONE by AOL: Publishers to simplify an overly complex ecosystem and provide holistic, tailored solutions for publishers. Over the past six years, AOL says it has invested more than $1 billion in publisher-first technologies, and has developed and expanded those solutions globally. By bringing the businesses and platforms together with ONE by AOL: Publishers, AOL is helping publishers with audience engagement and analytics, content distribution and revenue management.

AOL says it is committed to the publisher community in an industry that has largely built advertiser-first tools. ONE by AOL: Publishers delivers a number of differentiated benefits, including:

  • Unique Demand:It is tightly connected with the ONE by AOL buying platform, making the process of selling advertising more seamless for publishers.
  • Tackling the Tech Tax:It simplifies the number of platforms and partners needed to harness every type of advertising relationship and satisfy every ad buyer requirement, while eliminating much of the painful tech tax that publishers face with cobbling together point solutions.
  • Data, Analysis&Optimization:Publishers can harness AOL's tools to bolster understanding of both their own assets and the behavior of their buyers. The offering analyzes patterns in pricing, audience, and inventory, enabling publishers to build more valuable segments of audiences and inventory packages.
  • Mobile-First: The offering provides a single solution across not only all formats and devices, but all ad buying partners, with a flexible SDK that accesses one of the industry's largest mobile portfolios.
  • Activate & Expand Video Opportunities:AOL gives publishers the power to scale their most valuable inventory, video, by creating new opportunities through distribution and player technologies.

As part of the rollout, AOL has further consolidated its brand portfolio within the publisher platforms business and is moving to a unified master service agreement with publishers spanning all solutions. Point solution brands that have been in market will consolidate and rebrand under ONE by AOL: Publishers.

The AOL On Network, Vidible, and Be On technology offerings are part of ONE by AOL: Publishers and have been integrated into a combined video activation solution for publishers. It empowers publishers and their editors with a next generation set of video management and curation tools built to expand video distribution opportunities across desktop, mobile, and over-the-top devices. This new video content player provides publishers with a deeper set of data on their audience, as well as performance of their content and advertising, such as viewability, ad blocking, and non-human traffic levels. 

Meanwhile, AOL has acquired AlephD a programmatic platform specializing in publisher analytics and price floor optimization. AlephD will be a key part of ONE by AOL for Publishers, enhancing publishers' ability to understand, control and optimize pricing and packaging of their inventory and drive greater revenue in an increasingly complex ecosystem trending towards mobile.