The Future of Programmatic is Self-Serve at AOL

AOL introduced new self-serve capabilities for its programmatic mobile supply-side platform, ONE by AOL: Mobile.

The offering, which actually debuted in 2016, is an expansion of AOL's managed service for app developers. The platform aims to make revenue management easier for developers because they can access multiple (hundreds) of premium demand sources at once. App developers often use several SDKs, ad networks, and demand sources simultaneously, so this should help considerably.

In addition to the demand AOL makes available through its programmatic ad exchange (programmatic bidders, and managed demand that exists only within AOL), there are hundreds of millions of dollars in AOL that can be directed to publishers that use the platform.

Developers using the self-service platform will be able to block certain types of ads in order to protect audiences, and publishers will be able to view all demand partners filling their inventory, with details on specific buyers and brands. That level of transparency is rather unique in the digital advertising business.