AOL has reorganized its Platform A ad network division to consolidate its offerings to brand advertisers.
Effective immediately, the formerly separate Tacoda and AOL Network sales groups will reside under a single Marketing Solutions unit led by Kathy Kayse, a 23-year Time Warner vet who formerly led AOL’s in-house sales only. Advertising.com will continue to operate independently and report to Lynda Clarizio.
“Advertising.com has traditionally operated as a performance network with tight ROI,” explained Curt Viebranz, AOL EVP and president of Platform A. By contrast, he said, Platform A marketing solutions will unify the divisions that historically appeal to large brand advertisers.
AOL’s own sites have traditionally offered a combination of contextual and behavioral placements in combination with a range of other targeting factors, while Tacoda has been more squarely focused on behavioral targeting.
Viebranz was quick to add there will be coordination between Platform A’s premium targeted inventory and its Advertising.com division. He said compensation will be tied to the overall value delivered to Platform A, and the company’s largest accounts will be served in a more holistic manner.
In addition to the Kayse appointment, AOL promoted Mark Ellis to lead Eastern sales teams in Boston, New York, Dulles, Atlanta and Detroit. Meanwhile, Matt Arkin was given oversight of sales efforts focused on Los Angeles, San Francisco, Dallas and Chicago.
Platform A was created in September to centralize management of the AOL’s all-important network sales operations. In addition to its AOL Network, Tacoda and Advertising.com vehicles, the division houses mobile ad firm Third Screen Media, ad management firm AdTech, and text ad seller Quigo.
Header bidding is a programmatic technique that allows publishers to offer their inventory through multiple ad exchanges before they serve up ads from their ad server.
YouTube is said to be preparing new non-video features that will allow content creators to interact with their viewers through photos, text posts, links and polls.
Few digital terms are as dirty as clickbait. It's the scourge of the web, and Facebook recently announced a News Feed update aimed at reducing the prevalence of clickbait headlines on its service.
The website of National Public Radio (NPR), npr.org, receives upwards of 30 million unique visitors each month, but as of next Tuesday, ... read more