AOL finally answered the question “What is a programmatic upfront?” by saying it would put its money where its mouth is: starting in 2014, it will make its reserved, guaranteed inventory available through its automated platforms for the first time. The portal lined up an array of advertising partners, noting that five of the six […]
Its $405 million acquisition of video ad marketplace Adap.tv closes two big loops for AOL. The first is around video, which has become a bigger part of both its and rival Yahoo’s strategies. Both portals have doubled down on original video content creation, but AOL has looked to video as an ad-tech solution, whereas Yahoo […]
As competition for brand campaign dollars heats up in the video space, Adap.tv has introduced its version of the “viewable impression” for streaming media with the introduction of its Certified Viewability feature, which promises to verify whether a video placement has been seen in real-time and blocks impressions that do not appear to the user. […]
