Oath, a Verizon subsidiary, aims to simplify its ad tech services by launching a single advertising suite named Oath Ad Platforms.
As reported on PerformanceIN last year, Verizon acquired Yahoo for $4.8 billion after the company bought AOL the year before for a similar price tag, with a clear focus on consolidating their offerings.
As of today, the best assets from the BrightRoll, ONE by AOL and Yahoo Gemini brands will combine into an effective platform that should make it easier for advertisers and publishers to drive growth. New features will be rolled out on an ongoing basis, including the Oath Ads SDK, which is set to roll out in 2019.
Advertiser and publisher solutions
Oath’s ad tech suite will offer solutions for both marketers and publishers. The new demand-side platform (DSP) connects over 40 global exchanges and offers access to brand-safe inventory across AOL, Yahoo and Oath’s other owned properties.
Oath’s machine-learning optimisation engine AdLearn has been built into the DSP and has achieved great results in recent campaign tests. It 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.
In addition to the display and video inventory, advertisers can now take advantage of the new capabilities to target native and connected TV through the DSP to boost their media strategies. Brand safety and fraud protection tools have also been built into the system.
In a statement, Oath said that the ad marketplace “allows marketers to feature their ads in a way people want to see them to drive greater engagement and effectiveness.”
"Oath Ad Platforms is the culmination of years of experience creating world-class advertising offerings powered by data and designed to build brands,” said Tim Armstrong, CEO of Oath.
"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,” he continued.
The launch comes at a time when the ad tech industry is simplifying its products and services. Only last week Amazon announced that it is merging its ad businesses into one platform known as Amazon Advertising, following on from Google having removed its DoubleClick brand name across its suite of advertiser and publisher tools last year.