America Online 2014 Annual Report Download - page 25

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and video formats. In addition to AOL On and Be On technology platforms, Adap.tv is also a key platform that
our advertisers and publishers use to buy and sell video advertising inventory programmatically across all
internet-enabled devices. We believe Vidible, our programmatic video exchange platform, will also enhance our
growing platform by providing partners access to additional video management, syndication and analytics tools.
Other Premium Formats and Ad Experiences
We have upgraded and consolidated our creative platforms to improve the premium ad experiences we can
offer advertisers and publishers across all devices. Advertisers and publishers use the Pictela platform globally on
a self-service or managed services basis to achieve aesthetic quality, impact and interactivity of online
advertising while showcasing their products and services. Through our Pictela platform we aim to drive higher
quality ad experiences and deeper consumer engagement.
Similar to our other AOL Platforms offerings, we support premium ad experiences across all formats and
screens and encourage advertisers and publishers to use our sophisticated ad targeting strategies to drive
improved results by delivering ads to the most interested consumers in relevant context.
Revenues
Global Advertising and Other Revenues
Across our segments, our advertising operations focus on the following:
AOL Properties. We sell advertising on AOL Properties, which include owned and operated content,
products and services included in the Membership Group and Brand Group segments. AOL Properties also
include co-branded websites owned or operated by third parties for which certain criteria have been met,
including that the internet traffic has been assigned to us.
Third Party Properties. We sell advertising on Third Party Properties and offer advertising services to the
publishers of these sites.
In addition to global advertising revenues, we also generate other revenues across our Third Party Properties
and AOL Properties.
AOL Properties Advertising Revenue
We generate advertising revenues on AOL Properties through display advertising (which includes video
advertising) and search advertising. We offer advertisers a wide range of capabilities and solutions to effectively
deliver advertising and reach targeted audiences across AOL Properties through our dedicated advertising sales
force. A significant area of our focus is on offering customized premium display advertising, including video. A
growing area of focus is on offering advertisers access to native advertising. The substantial number of unique
visitors on AOL Properties allows us to offer advertisers the capability of reaching a broad and diverse
demographic and geographic audience without having to partner with multiple content providers. We seek to
provide effective and efficient advertising solutions utilizing data-driven insights that help advertisers decide
how best to engage consumers. We offer advertisers marketing and promotional opportunities to purchase
specific placements of advertising directly on AOL Properties (i.e., in particular locations and on specific dates).
In addition, we offer advertisers the opportunity to bid on unreserved display advertising inventory on AOL
Properties utilizing our proprietary scheduling, optimization and delivery technology. Finally, advertising
inventory on AOL Properties not sold directly to advertisers, as described above, may be included for sale to
advertisers by AOL Platforms with inventory purchased from third-party publishers. In addition, agreements with
advertisers can include other advertising-related services such as content sponsorships, exclusivities or
advertising effectiveness research.
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