Aol/A+E Programmatic Deal Highlights Need for Holistic Yield Optimization

Under terms of the December deal AE Networks will use Aolamp8217s programmatic platform ONE by Aol to target and deliver video and display ads across its digital properties and to deliver personalized content AE Networks will also buy Upfront inventory across Aolamp8217s channels including Huffington Post and TechCrunch Aol did not reveal the scale of the upfront commitment by AE but it was something that made the deal amp8220very meaningfulamp8221 according to Aolamp8217s president of publisher platforms Tim MahlmanKey to the deal from AE Networksamp8217 perspective was the single supplyside platform SSP solution that Aol offered by aggregating its publisher services into a one product amp8220We gave AE a solution that allowed them to consolidate and only work with one partner Instead of it being a tactical sell it was more of a solutions sellamp8221 said MahlmanPublishers will continue to drive the development of advanced and integrated ad platform models as they seek to generate maximum efficiency and revenue from their crossplatform inventory Mahlman added amp8220Holistic yield optimization is something on the horizon that many I donamp8217t think are hitting on just yet but it could be a huge priority for publishers This is where we think the industry is goingamp8221Holistic yield optimization would give a publisher the ability to analyze in real time the demand for inventory giving them more control and transparency It will also provide a way to optimize floorbased pricing more efficiently he said amp8220Analyzing how you work with your SSP I think can go one step furtheramp8221As a publisher Mahlman asks hypothetically amp8220How can I get the analytics to describe whether or not an advertiseramp8217s bid price amp8230 is truly my floor or if I really look into it further they were actually bidding at 15 for that video impression but it ended up selling for 13 I could have actually got 15 if Iamp8217d reset my floor pricesamp8221Thereamp8217s no word on whether Aol is working on an inhouse solution or planning a potential acquisition to add such an optimization component but other capabilities could be added to the ONE product soonFuture deals could bring Aol TV into the mix to offer linear and OTT television components Mahlman suggested Aolamp8217s latest adtech acquisition the mobile platform Millennial Media that was acquired in September has also not so far been incorporated into the ONE productMahlman said the deal with AE Networks justifies the hundreds of millions of dollars Aol has spent in the last five years buying the seven adtech companies incorporated into the ONE product alongside the companyamp8217s inhouse display supplyside platform MarketplaceSince 2010 Aol has acquired video syndication platform 5min Media content marketing platform Pictela creative optimization company Buysight video ad platform Adaptv crosschannel attribution provider Convertro content personalization platform Gravity and video management platform Vidibleamp8220Publishers need more in their arsenal and our platform as seen through this deal offers them solutionsamp8221 said MahlmanImage at top courtesy of Corbis The opinions and points of view expressed in this commentary are exclusively the views of the author and do not necessarily represent the views of MediaVillageMyersBizNet management or associated bloggers

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Aol/A+E Programmatic Deal Highlights Need for Holistic Yield Optimization

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Aol/A+E Programmatic Deal Highlights Need for Holistic Yield Optimization

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