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AOL launches global advertising network
AOL unveiled on Monday a global advertising platform which it said has marked another step in a restructuring for the once-dominant Internet firm.
Updated : Sep 15, 2017, 01:21 AM IST
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NEW YORK: AOL unveiled on Monday a global advertising platform which it said has marked another step in a restructuring for the once-dominant Internet firm that has been losing ground in recent years.
AOL, media titan Time Warner's Internet subsidiary, announced a series of changes aimed at positioning the company 'as the world's largest and most effective advertising network.'
The company said the realignment of its businesses, building on its Advertising.com network and recent acquisitions, marked the final stage in its transition from an access business to a global, ad-supported Web company.
AOL last year was forced to change its model as consumers fled in droves for access and services elsewhere on the Web, and it tried to reshape itself as a portal like Yahoo.
AOL on Monday said the new entity, called Platform A, will offer advertisers 'access to the most sophisticated targeting and measurement tools available in the marketplace.'
Platform A includes AOL's owned and operated sites as well as third-party sites.
The company said its new platform integrates recent acquisitions behavioral targeter TACODA, Third Screen Media, which operates the largest mobile media network; ad-serving platform Lightning cast, and ADTECH's global ad serving platform.
"With the increasing fragmentation of online audiences, the best way to serve advertisers is to enable them to harness massive advertising networks that reach across the entire Internet, not just our AOL websites," said Randy Falco, AOL chairman and chief executive.
AOL also announced that it will move its corporate headquarters to New York, from Dulles, Virginia. "New York City is the center of advertising, so it makes perfect sense to locate our corporate headquarters here," said Falco.
AOL separately announced that it had signed an agreement with HP to offer co-branded, localized versions of its portal, toolbar and search on HP desktop and notebook PCs sold worldwide.
A co-branded AOL/HP portal already serves as the default homepage for HP consumer personal computers sold in the United States.
