AOL Networks announced Tuesday the launch of its sell-side platform (SSP), Marketplace by Adtech, rounding out its advertising technology stack to offer a full-service solution to premium advertisers and publishers.
According to AOL, Marketplace delivers online publishers more demand stability and liquidity to and maximizes the value of their non-reserved ad inventory.
The launch of Marketplace marks another step in AOL Networks’ mission to simplify digital advertising at scale with solutions for publishers and advertisers. AOL Chairman and CEO Tim Armstrong made this announcement at ad:tech San Francisco.
Meanwhile, AOL Advertising has announced the appointment of Marta Martinez to the role of head of Sales Strategy & Operations. In this newly created role, Martinez will lead and manage sales strategy and operations functions for AOL Advertising. (Read: AOL Advertising Names Marta Martinez Head of Sales)
Marketplace allows premium publishers to advance and simplify their business by:
- Leveraging the core technology of Adtech, AOL Networks’ cross-platform ad serving platform.
- Managing blocks and transparency settings at any inventory level.
- Getting high-touch client service from setup all the way through yield evaluation.
- Focusing on what they do best – selling premium advertising and letting Marketplace make the most from their non-reserved demand.
Marketplace sets a new standard for inventory monetization, says the company. It addresses basic publisher needs like brand protection and transparency, and layers on unique yield and performance insights. Marketplace can be used as a standalone or as a feature of the Adtech ad serving platform.
AOL Networks brands include Advertising.com, The AOL On Network, goviral, Adtech and Pictela.