AOL Touts 3rd Party Mobile Ad Serving

August 4, 2008

AOL launched of its mobile third-party ad-serving solution through Third Screen Media, Platform-A’s mobile ad-serving platform and network. Along with the ability to access multiple networks, the solution features an new method for publishers to manage, partition and allocate their advertising inventory across multiple networks. Platform-A is AOL’s digital advertising business.

With its newly launched third-party ad-serving solution, Platform-A will offer mobile publishers the opportunity to access multiple ad networks for monetizing their advertising inventory, letting them fill more of their available inventory and create additional revenue streams.

As a part of the offering, Platform-A is introducing a groundbreaking “inventory partitioning” solution that lets publishers dictate exactly how inventory is distributed across multiple networks. While traditional third-party distribution systems use campaign-based tools to allocate inventory, Platform-A’s solution offers a myriad of highly targeted options for defining inventory allocation. With inventory partitioning, mobile publishers will access a highly intuitive user interface that allows a single-view overview of their entire stock of inventory. Publishers can assign specific percentages of their inventory to be allocated based on any combination of ad network, subject area, location and more.

“Platform-A sees mobile as a key component of the digital advertising landscape, and is aggressively focused on building its mobile advertising business,” said Lynda Clarizio, President of Platform-A. “Today’s launch makes it easier than ever for publishers to monetize their ad inventory. By implementing inventory partitioning as a part of Third Screen Media’s third-party ad-serving solution, we’re offering publishers a powerful new way to manage, control and prioritize the distribution of inventory to their advertising partners.”

This ad-serving solution complements Third Screen Media’s already robust set of mobile ad-serving capabilities. The Advertising.com Third Screen Media Mobile Network is one of the largest mobile advertising networks, with access to more than 800M impressions per month. Also available from Third Screen Media is the Third Screen Media Mobile AdServing Platform, which gives advertisers, publishers and mobile phone carriers a common view of mobile ad inventory to increase the efficiency and time-to-market for the buying and selling of mobile advertising in WAP, video, SMS/MMS and downloadable applications.