COLOGNE — Earlier this year, AOL launched Marketplace, a supply-side ad platform allied to its Adtech ad-serving business that helps premium publishers sell their non-reserved ad spots.
Then, the launch happened only in the US and UK. But now AOL is green-lighting Marketplace across Europe.
“This is about giving publishers the controls and the choices to extend revenue opportunities beyond what the direct sales team is offering,” says AOL Networks publishing services SVP Dave Jacobs in this interview for Beet.TV at the Dmexco conference.
“We’re providing, from a programmatic standpoint, the ability to plug in to literally tens of thousands of advertisers on a real-time basis.”
AOL’s Adtech is operating in 20 countries. Jacobs, speaking with Furious Minds CEO Ashley Swartz, said Asian expansion for Marketplace would come in 2014, adding that the rise of programmatic ad buying doesn’t necessarily hurt so-called “premium” publishers’ ad pricing.