America Online 2014 Annual Report Download - page 23

Platforms is comprised of various programmatic technologies, including AOP, Adap.tv and MARKETPLACE, as
well as complementary products and services, including ADTECH, Advertising.com, multi-touch attribution
models (Convertro), and content personalization (Gravity). Through AOL Platforms, we seek to help our
publishers and advertisers solve what we believe are critical marketing industry challenges of business
inefficiency and data loss. We believe that companies will integrate into larger, more comprehensive
programmatic platforms rather than operating independently as the use of programmatic advertising increases.
We also expect that advertisers will use programmatic platforms that can absorb, utilize and protect multiple data
sets across screens, formats and inventory types. We also offer advertisers the ability to target advertisements to
specific users across all devices using device linking technology that utilizes identifiable information, such as
geographic location, previous exposure to certain advertisements and/or user behavior online.
Our programmatic platform consists of the following offerings that advertisers and publishers use
independently or in combination with one another on a self-service or managed-service basis:
AOP
AOP is our global demand side platform that leverages AdLearn, our proprietary scheduling, optimization
and delivery technology that optimizes advertising placements against available inventory on Third Party
Properties and AOL Properties. AOP is used by advertisers and agencies to programmatically plan, buy and
measure online advertising across all internet-enabled devices and advertising formats. Advertisers have access
to premium non-reserved inventory on Third Party Properties through Advertising.com and other inventory
sources, and premium reserved and non-reserved inventory on AOL Properties. Advertisers have the option to
use AOP through our self-service technology or our managed-services.
Adap.tv
We acquired Adap.tv, Inc. (“Adap.tv”) in September 2013. Adap.tv is our global video exchange for
advertisers and publishers that schedules, optimizes and delivers advertising placements against available
inventory on Third Party Properties and AOL Properties both programmatically and on a managed service basis
across all internet-enabled devices and television.
MARKETPLACE
MARKETPLACE is our global sell-side platform that enables premium publishers to programmatically sell
their desktop and mobile inventory via open exchange and private marketplace environments. MARKETPLACE
is also available as a self-service programmatic tool or managed-service solution. Using MARKETPLACE, third
party publishers can sell their inventory alongside certain AOL Properties.
Other Technologies
The following technology solutions enhance our programmatic platforms and enable advertisers and
publishers to have an end-to-end open programmatic media buying experience by providing access to Third Party
Properties and AOL Properties, ad serving, content personalization and attribution and analytics.
Advertising.com (Ad.com)
Ad.com is our legacy global third-party advertising network. Ad.com inventory includes non-reserved
display inventory, including video inventory, from third-party publishers which can be bundled and sold with
inventory from Brand Group and Membership Group properties. Advertisers can conduct campaigns across
desktop, mobile and social formats. Advertisers can access Ad.com inventory programmatically through AOP
through the AdLearn technology that gets smarter at matching and optimizing media the more it is used.
Advertisers can also access Ad.com inventory using our traditional managed service for both brand and direct
response marketing.
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