Oath – the combination of online giants AOL and Yahoo – has rebranded its advertising tech under the name Oath Ad Platforms.
The rebrand brings ad tech such as video ads software BrightRoll, mobile display tech One by AOL and ad platform Yahoo Gemini under a single brand.
The platform’s DSP connects to more than 40 global exchanges and now incorporates AdLearn, machine learning tech that cobines supply and demand data with the right users and placement.
Tim Armstrong, CEO of Oath, said: “Oath Ad Platforms is the culmination of years of experience creating world class advertising offerings powered by data and designed to build brands. 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.”
Verizon purchased AOL for $4.4 billion in 2015, and acquired Yahoo for $4.8 billion in 2016. Immediately following Yahoo acquisition, it merged the two brands under the Oath name.
It launched an international branding campaign in October 2017
.
Oath’s former head of B2B marketing
Tony Marlow recently joined analytics provider Infogroup as CMO
.
Unleash the potential of programmatic in B2B
As an increasing number of B2B brands tap into the potential that programmatic advertising has to offer, marketers need to ensure they know what it is, what it can do, how they can benefit, and what the pitfalls are. This comprehensive guide provides all this and more.
