Oath unifies ad tech under new brand, adds advanced features to drive growth for advertisers and publishers
Oath Ad Platforms offers access to expanded inventory, innovative ad formats, trusted data and enhanced machine-learning, along with other new capabilities
Oath, a Verizon (NYSE, Nasdaq: VZ) subsidiary, today introduced Oath Ad Platforms as its simplified suite of intelligent advertising and publishing solutions globally. Oath Ad Platforms combines the best assets from BrightRoll, ONE by AOL and Yahoo Gemini into a set of solutions that makes it easier for advertisers and publishers to drive growth. The suite activates Oath's trusted data, high-quality inventory, innovative ad experiences and industry-leading programmatic algorithms. Additionally, the unified DSP offers access to new native and connected TV inventory as well as unique ad formats. New features and functionality will be rolled out on an ongoing basis.
"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."
Oath Ad Platforms offers solutions for both marketers and publishers, including:
Oath Ad Platforms for Marketers helps brands and agencies focus on what drives their business, including brand building and acquiring new business. Powered by a DSP, native and search marketplace, and exchanges, the platform provides advertisers with the tools and data they need to buy how they want and connect with consumers in intelligent ways.
DSP: The DSP activates Oath's wealth of trusted, exclusive first-party data as well as partner data. It connects to over 40 global exchanges and offers access to brand-safe inventory across AOL, Yahoo and Oath's other owned and operated properties. In addition to display and video inventory, DSP advertisers can now take advantage of new capabilities to target native and connected TV through the DSP to enhance their media strategies. Oath's machine-learning optimization engine AdLearn 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. With AdLearn built into Oath's unified DSP, recent campaign tests achieved a 48 percent increase in conversion and a 38 percent decrease in cost-per-click.
Native & Search Marketplace: This unique ad marketplace allows marketers to feature their ads in a way people want to see them to drive greater engagement and effectiveness. Native inventory is available globally and search is available in the US. Precisely targeted, flexible in-stream formats help consumers discover, interact and transact with brands across Oath's properties and quality partners. The platform includes Oath's innovative ad experiences such as AR, 3D, Tiles and Mobile Moments as well as newly launched e-commerce formats Countdown and Mobile Wallet, which allow consumers to shop from their mobile device and jump on the hottest sales.
SSP & Exchanges: Programmatic access to Oath's inventory with controls helps ensure brand safety and limit fraud for today's marketers, while creating access to exclusive audiences proven to perform.
Oath Ad Platforms for Publishers is a comprehensive solution suite for publishers with a focus on omnichannel, video and broadcast publishers, and app developers in alignment with its Flurry offering. The publisher toolset grants access to Oath's high-quality advertisers through revenue and video management solutions, powered by data. With enhanced access to diversified monetization options, plus customization and controls, Oath empowers publishers to build experiences their customers will love. Oath continues to consolidate its supply suite and introduce new tools for publishers, including an Oath Ads SDK expected to roll out in 2019.