Home  › Media › Publishing
technology vortex

Ad:tech - AOL Marketplace Enters Crowded Programmatic, er, Marketplace

  |  April 10, 2013   |  Comments

AOL Networks has introduced a new supply-side platform with the cumbersome name of Marketplace by AdTech. AOL chairman and chief executive Tim Armstrong unveiled the platform at the unrelated ad:tech San Francisco yesterday, while startups vied for attention in the crowded space.

AOL Networks has introduced a new supply-side platform with the cumbersome name of Marketplace by AdTech. AOL chairman and chief executive Tim Armstrong unveiled the platform at the unrelated ad:tech San Francisco yesterday, while startups vied for attention in the crowded space.

Marketplace was built on AdTech, AOL's cross-platform ad server, to help publishers efficiently sell their remnant inventory – and concentrate on hand-selling premium ad space. Marketplace can be used as a standalone or as a feature of the AdTech ad serving platform.

Michael Connolly, chief executive of Sonobi, a competitive digital display advertising exchange that like Marketplace, claims to be focused on the needs of publishers, says AOL's task will be to differentiate itself from all the other SSPs out there.

"Programmatic buying and selling is the future of advertising," Connolly says. "AOL is making the investment and that makes very good sense. AOL will have to bring a unique demand to the ecosystem of programmatic buying. They mentioned transparent, efficient and preloaded with demand. Those are pretty much the prerequisites."

It's not only the DSPs, SSPs and RTB platforms that need to try to distinguish themselves. New mobile app and advertising platforms proliferated at AdTech. TapIt is a mobile advertising platform with real-time bidding capabilities and a self-service portal. Bizness Apps focuses on small businesses with vertical-specific templates. It aims to provide white-label mobile app development services so that agencies and service bureaus can quickly and economically provide apps to their own clients.

With all those mobile apps comes malware, according to RiskIQ. Its service extracts and analyzes information from the web and mobile app stores. It constantly runs apps from more than 30 app stores to check for We test applications for malicious behavior and misuse of brands or logos.

Hoping to get ahead of the social listening tools pack is Blab, which applies patented algorithms to social media to predict where conversations will develop and where they'll take place. The company says it can predict developing conversations and stories over the next 24, 48 and 72 hours. Companies can use this information to head off negative stories, take the lead in conversations about their brand, create content tied to emerging trends, and even buy AdWords that are cheap today but will become more valuable in the next 72 hours.

Tags:

ClickZ Live San Francisco This Year's Premier Digital Marketing Event is #CZLSF
ClickZ Live San Francisco (Aug 11-14) brings together the industry's leading practitioners and marketing strategists to deliver 4 days of educational sessions and training workshops. From Data-Driven Marketing to Social, Mobile, Display, Search and Email, this year's comprehensive agenda will help you maximize your marketing efforts and ROI. Register today!

ABOUT THE AUTHOR

Susan Kuchinskas

Susan Kuchinskas has covered interactive advertising since its invention. The former staff writer for Adweek, Business 2.0, and M-Business covers technology, business and culture from Berkeley, CA.

COMMENTSCommenting policy

comments powered by Disqus

Get ClickZ Media newsletters delivered right to your inbox. Subscribe today!

COMMENTS

UPCOMING EVENTS

Featured White Papers

BigDoor: The Marketers Guide to Customer Loyalty

The Marketer's Guide to Customer Loyalty
Customer loyalty is imperative to success, but fostering and maintaining loyalty takes a lot of work. This guide is here to help marketers build, execute, and maintain a successful loyalty initiative.

Marin Software: The Multiplier Effect of Integrating Search & Social Advertising

The Multiplier Effect of Integrating Search & Social Advertising
Latest research reveals 68% higher revenue per conversion for marketers who integrate their search & social advertising. In addition to the research results, this whitepaper also outlines 5 strategies and 15 tactics you can use to better integrate your search and social campaigns.

WEBINARS

Jobs

    • Interactive Product Manager
      Interactive Product Manager (Western Governors University) - Salt Lake CityWestern Governors University, one of the 20 largest universities...
    • SEO Senior Analyst
      SEO Senior Analyst (University of Phoenix (Apollo Education Group)) - San FranciscoSEO Senior Analyst   Position Summary...
    • SEM & Biddable Media Manager
      SEM & Biddable Media Manager (Kepler Group LLC) - New YorkAs an Optimization & Innovation Manager at Kepler Group, you will be on the bleeding...