America Online 2014 Annual Report Download - page 22

Our paid subscription plans provide a suite of products and services ranging from online storage, privacy and
security solutions to technical support, back-up and unlimited dial-up internet access options, computer
protection and partner discounts.
Similar to the Brand Group, through different services operated by AOL Platforms, advertisers are able to
access inventory on Membership Group properties and our AOL Properties are able to optimize their content
offerings, using multi-screen content optimization and personalization.
As part of our ongoing efforts to increase customer satisfaction and retention, we continue to develop, test
and market additional new products, services and packages. AOL subscribers are able to manage their
subscriptions through an online self-service portal as well as through telephone and chat-based customer support
options.
We also offer a wide range of a la carte products and services, including computer tools, maintenance
services, online technical support, anti-virus software, identity theft protection, online and social media privacy
and reputation monitoring services, online learning and other lifestyle services. Consumers are likewise able to
manage these products and services through an online self-service portal as well as through telephone and chat-
based customer support options.
We also offer free communications tools, such as AOL Mail, which is a leading e-mail service in the United
States. AOL Mail is a significant source of our consumer traffic and engagement.
We distribute Membership Group properties through channels similar to the Brand Group as described
above.
AOL Platforms
AOL Platforms aims to help advertisers and publishers solve fundamental challenges presented by the
digital marketing landscape by making available programmatic platforms, video offerings and advertising
solutions. AOL Platforms offers our advertising technology products and services to advertisers, publishers and
other technology companies individually or on a bundled basis. Advertisers and publishers can access our
offerings on an individual basis, choosing specific services for their requirements from our suite of offerings, or
on a bundled basis, accessing our full suite of services and offerings via our end-to-end open programmatic
media buying experience. We aim to develop our current relationships with publishers and advertisers and
continue to drive increased global advertiser investment and publisher growth.
Advertising revenues on AOL Platforms are primarily generated when we acquire and/or make available
advertising inventory from AOL Properties or Third Party Properties and then use our proprietary optimization,
targeting and delivery technology to match advertisers and their objectives with available inventory. Through our
video offerings such as AOL On, Be On and Adap.tv, AOL Platforms is able to effectively create, curate and
distribute video programming and video advertisements. AOL Platforms also provides integrated ad serving
solutions to enable publishers and advertisers to efficiently manage, serve and report on their advertising
programs. We expect cross-screen digital media advertising to increase as consumer habits shift towards digital
media. As the number of advertisers seeking to reach consumers across multiple devices is also on the rise, and
as consumer habits continue to shift towards digital media, we believe that AOL Platforms is positioned to
address these market and consumer trends through its platforms, offerings and solutions. For more information
related to our material acquisitions, see “Note 4” in our accompanying consolidated financial statements.
Programmatic Platforms
AOL Platforms’ programmatic technology automates ad planning and buying by matching publisher
inventory to advertiser-designated criteria, across all internet-enabled devices and advertising formats. AOL
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