America Online Antes up with New Advertising Platform

Yesterday, America Online announced that it will be enacting a number of changes that will “position the company as the world’s largest and most effective advertising network.”

They’ll be doing this with what they call Platform A, an entity that, like Google Adwords, Yahoo!’s Search Marketing platform and Microsoft’s adCenter, will offer advertisers the chance to reach their potential customers through a network of web advertising. So is this any different? Or is AOL simply stepping up their efforts in the pay per click game? Well, first off, Google distributes paid links on AOL’s website and it’s Google technology that runs AOL’s search functionality. Google is also a 5% owner of AOL after its 2005 $1 billion investment. Platform A is not out to replace Adwords, but it will offer access to a whole new type of audience by leveraging already successful AOL advertising products.

According to comScore Media Metrix, Platform A is already reaching over 90% of the domestic online audience, and the platform is leveraging Advertising.com – the world’s largest network of third-party sites that are ready and willing to display ads. Additionally, AOL is bringing in some serious customer targeting features by integrating TACODA (a behavioral targeting company that AOL recently acquired). The platform will also buddy up with Third Screen Media (mobile media network), Lighteningcast (video ad serving) and ADTECH will round out the international ad serving.

We’ll be watching this one closely as it rolls out, and if you’re managing your pay per click advertising efforts, we suggest you do too!

Corey Koberg

Corey Koberg is a Founder and co-CEO at Cardinal Path where he leads the analysis, data science, media, and product development teams. He is a well-known speaker, having keynoted and led sessions on advertising, analytics, and optimization at conferences and events across the globe. Over the last decade he has taught thousands on the topics of online marketing measurement, statistical analysis, and optimization. He is the author of Display Advertising: An Hour A Day (Wiley, 2012), Google Analytics Essential Training (Lynda.com, 2011) and technical editor of several works, among them Performance Marketing with Google Analytics (Wiley, 2010), Google AdWords Essential Training (Lynda.com, 2011), and Google Website Optimizer Essential Training (Lynda.com, 2010) As a Principal, he has worked with dozens of Fortune 500 companies, such as Google, Chevron, Intel, NBC, Papa John’s, National Geographic, Time Warner, Universal Music, DeVry University, and others, to improve the effectiveness of their online presence through results-oriented, data-driven optimization. Corey holds a degree in electrical and computer engineering from the University of Illinois and has been involved in Internet-related engineering and consulting for over 15 years, beginning his career in the NCSA labs that developed the world’s first web browser. Corey is a proud husband and father of three children and enjoys sailboat racing, downhill skiing, and photography. He is involved on a volunteer basis with the University of Illinois and the local Emergency Response Team.