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AOL launches Marketplace to simplify digital ad ecosystem for publishers


By Jessica Davies, News Editor

April 10, 2013 | 2 min read

AOL Networks has launched supply-side platform (SSP) product called Marketplace as it looks to simplify the digital ad ecosystem for publishers.

The SSP, built by ad server Ad Tech, has been created to provide publishers with a transparent, brand-safe environment in which they can monetise their unreserved inventory, while receiving integrated unique yield and performance insights.

The product is intended to provide publishers with an alternative to using multiple companies to sell and serve non-reserved digital ads in a real-time bidding (RTB) environment.

AOL unveiled its demand-side platform (DSP) AdLearn, which offered plug-ins to assorted sources of data and display inventory, a year ago. At the time it had promised an SSP product would debut to complement the DSP in a year's time.

Ned Brody, CEO of AOL Networks said companies without both a supply and demand solution are “disadvantaged” in this increasingly complex digital ad ecosystem.

“With Marketplace we give publishers a connected programmatic platform that is transparent and efficient as well as preloaded with demand. Our goal at AOL Networks is to simplify digital advertising at scale and now, with the addition of Marketplace, publishers have a one-stop solution to manage every piece of inventory they have.”

AOL claims publishers using marketplace can manage blocks and transparency settings at any inventory level.

The news comes as Google enforced its own commitment to simplifying the message around RTB to advertisers, moving away from the existing acronym-riddled jargon used to describe the environment.

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