Oath last week introduced Oath Ad Platforms as its simplified suite of advertising and publishing solutions globally. Oath Ad Platforms combines the assets from BrightRoll, ONE by AOL and Yahoo Gemini into a single suite. The single suite activates Oath’s data, inventory, ad experiences, and programmatic algorithms. Additionally, the unified DSP offers access to new native and connected TV inventory as well as unique ad formats. Oath says new features and functionalities will be rolled out on an ongoing basis.
“Oath Ad Platforms is the culmination of years of experience creating world-class advertising offerings powered by data and designed to build brands. We’ve combined the best assets from our trusted platforms with new functionality to drive meaningful results for advertisers and publishers. Oath Ad Platforms is another example of our longstanding commitment to innovation, providing a solution to today’s digital advertising challenges.”Tim Armstrong, CEO of Oath
According to Oath, the DSP activates Oath’s exclusive first-party data as well as partner data. It connects to over 40 global exchanges and offers access to inventory across AOL, Yahoo and Oath’s other owned and operated properties. In addition to display and video inventory, DSP advertisers can now take advantage of new capabilities to target native and connected TV through the DSP to enhance their media strategies. Oath’s machine-learning optimization engine AdLearn has increased performance by combining demand and supply data with predictive performance algorithms that connect the best ad with the right user and placement at scale. With AdLearn built into Oath’s unified DSP, recent campaign tests achieved a 48 percent increase in conversion and a 38 percent decrease in cost-per-click.
Native & Search Marketplace
Native inventory is available globally and search is available in the US. Precisely targeted, flexible in-stream formats help consumers discover, interact and transact with brands across Oath’s properties and quality partners. The platform includes Oath’s innovative ad experiences such as AR, 3D, Tiles and Mobile Moments as well as newly launched e-commerce formats Countdown and Mobile Wallet, which allow consumers to shop from their mobile device and jump on the hottest sales.
SSP & Exchanges
Programmatic access to Oath’s inventory with controls helps ensure brand safety and limit fraud for today’s marketers, while creating access to exclusive audiences proven to perform. Oath Ad Platforms for Publishers is a solution suite for publishers with a focus on omnichannel, video and broadcast publishers, and app developers in alignment with its Flurry app measuring offer. The publisher toolset grants access to Oath’s advertisers through revenue and video management solutions, powered by data. With access to diversified monetization options, plus customization and controls, Oath empowers publishers to build experiences to their customers. Oath says that will continue to consolidate its supply suite and introduce new tools for publishers, including an Oath Ads SDK expected to roll out in 2019.