AOL is set to give Google a run for their money through a new display ad platform.
AOL has built a self-service management platform for its Advertising.com network to give advertisers and agencies more control over their campaigns.
“Transparency and control are the future of online advertising,” said Jeff Levick, Executive Vice President, AOL Advertising. “Providing clients with a greater level of personalized control over digital marketing campaigns is paramount as organizations continue to look for innovative ways to promote their brands and evaluate their ROI when planning campaigns. We believe Advertising.com Ad Desk is our client’s on-ramp to display advertising as it provides increased self-management and access to proprietary AOL information that has previously never been available.”
Called Ad Desk, the bid-based platform will sell CPM and performance-based ads. Ads can be targeted by site, category, geographic location down to the DMA level, demographic, and behaviour.
AOL outlines the main benefits of the platform as:
- Direct access and control to media planning tools and analytics;
- Segmentation of AOL properties and the Advertising.com network based on interest, audience and/or geography;
- A tool built for advertising agencies that allows them to take more control and get more transparency across AOL’s ad platforms which reaches 184M unique visitors according to March 2010 comScore Media Metrix data.
AOL believes Ad Desk is better than its competitors (namely Google & MSN) because it has been built specifically for display ad buying and management.
The focus on medium-sized advertisers and agencies puts the minimum campaign cost for companies that use Advertising.com Ad Desk at about $300 for three days, or about $3,000 per month.
So if you’re interested, then head over to https://addesk.advertising.com/ for more information.