America Online 2014 Annual Report Download - page 24

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The Company, Yahoo! Inc. (“Yahoo”) and Microsoft Corporation (“Microsoft”) are parties to non-exclusive
agreements that allow advertising networks operated by each of the companies to offer each other’s premium
non-reserved online display inventory to their respective customers. This partnership offers advertisers and
agencies the efficiency of buying premium display at scale to reach customers and audiences.
ADTECH
ADTECH is our proprietary ad serving technology that is the primary ad server used by our Brand Group
and Membership Group properties. In addition, we license this ad serving technology to third parties through our
ADTECH subsidiaries in the United States and Europe. ADTECH supports premium display advertising,
including video advertising, across all internet-enabled devices.
Gravity
Through Gravity, we offer content personalization and native advertising to Third Party Properties and AOL
Properties.
Convertro
Convertro is a leading attribution modeling technology company that we acquired in May 2014. The
attribution modeling technology enhances the ability of advertisers to customize their audience segments and
establish a map of a user journey to a particular event across media channels (e.g., a conversion or completion),
thereby enabling advertisers to develop a media plan that maximizes return on ad spend across various media
channels. We believe this technology provides solutions to brands and agencies seeking to have an expansive and
holistic view of their target customers across their entire purchasing path in real-time.
Video Platform
Our premium video platform includes content, technology and distribution channels for content providers,
publishers and advertisers to access and distribute video content at scale. We remain focused on the continued
expansion of our video platform for both AOL Properties and Third Party Properties. Through Vidible we plan to
provide a programmatic video exchange platform for discovering and distributing video content that will enable
licensees and licensors to distribute and monetize video content across all internet-enabled devices.
Content
AOL On, our premium video syndication service, which includes over a dozen curated content channels,
can be accessed through and experienced across all internet-enabled devices. AOL On includes original
programming and video content from a large number of syndication partners. Through Be On, advertisers are
able to create, syndicate and measure branded video content at scale across all internet-enabled devices. Our Be
On offering provides a platform for long-form branded content across all internet-enabled devices and we seek to
provide brands with the tools and resources to create, syndicate at scale and measure premium content that
consumers desire to watch and share.
Distribution
AOL On distributes ad-supported video content across a vast network of Third Party Properties and AOL
Properties via all internet enabled devices. We believe that the Vidible video exchange technology will expand
our video content management tools by providing another piece in the single end-to-end open platform that AOL
Platforms continues to work towards. We expect that Vidible will also create an open marketplace for video for
our partners seeking to curate, syndicate and monetize their content.
Technology
Our video technology platform is designed to meet a variety of video-related needs of our customers
including those related to content distribution, monetization and measurement across all internet-enabled devices
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