AOL is looking to position itself for long-term success with its programmatic business.
This year, the company has made many calculated moves to gain a strong hold on the programmatic buying industry. Supported by its “barbell” sales strategy, where advertisers can get the best of both programmatic advertising and premium buys, AOL introduced One by AOL, a programmatic platform for brands, agencies, and publishers, in March of this year. The “One” platform includes the integration of several of AOL Networks’ programmatic platforms, including Adap.tv.
In December, the company further enhanced One by AOL’s capabilities with the acquisition of Vidible, an independent cross-screen video management and exchange platform.
So why is the “barbell” strategy so important to AOL? And how’s the development of One by AOL going?
To answer these questions, ClickZ talked to Erika Nardini, chief marketing officer of AOL. Watch this video interview to hear what she had to say.
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