PALM SPRINGS, Calif – An “embarrassment of riches” in the adtech space is an understatement when it pertains to the melding of Yahoo and AOL under Verizon’s Oath. This includes multiple demand-side platforms that Oath is “aggressively consolidating down” to a single platform,” says CRO John DeVine.
As Oath sorts out the DSP solution, “We’re very sincerely aligned with wanting to go from a Wild West to a real, trusted environment,” DeVine says in this interview with Beet.TV at the Annual Leadership Meeting of the Interactive Advertising Bureau. “We want to have an open platform and an open ecosystem where we bring technology that as an advertiser and as a brand builder you can trust.”
Such an open system means advertisers can bring to the table their own data, validation and measurement so that “we’re not grading our own homework so that you as an advertiser feel comfortable with the ROI, the results and the delivery of your message to our universe of users.”
The unified DSP is based mostly on the BrightRoll code base “but it pulls in ad learn and other features of the ONE by AOL DSP,” says DeVine. “We’re cross-coding right now the features and functionality of both into the combined platform.”
As The Drum has reported, Oath hopes to have the unified DSP by the end of 2018, along with two ad exchanges—one for video and the other for mobile.
According to DeVine, Oath is working on establishing “a common interface, features and functionality” between its Gemini native platform and the single DSP “so advertisers have one plug-in, one place to go.”
What Verizon has invested in with its separate acquisitions of AOL and Yahoo is growth. In addition to consolidating Oath’s tech assets, “We also know that growth starts with our consumer relationship and so our energies are going very aggressively toward that consumer interface”
Oath’s mobile-first regimen was bolstered in late 2017 with the addition of live-streaming NFL games, a five-year deal that Recode estimates will cost Verizon more than $1.5 billion.
“On the advertising side, we’re going to continue to push on creative ad formats. We want ads to be great for consumers and advertisers,” says DeVine.
This video is part of a series covering the IAB Annual Leadership Meeting. The series is sponsored by AppNexus. Please visit this page for more coverage.