BidPlace will be a self-service marketplace exchange that will give advertisers control when managing display campaigns.
It will let advertisers bid on AOL sites, its partner sites, and third-party sites that use Platform-A's ad network.
BidPlace's interface will let advertisers create and manage their campaigns, define budgets, pricing, targeting and the frequency of their ad placements. Advertisers will receive detailed reporting on campaign and creative performance.
The technology is based on AdLearn, which AOL acquired when it purchased Advertising.com for $435m in 2004.
Lynda Clarizio, president of Platform-A, said: "This is the next step in Platform-A's efforts to provide marketers a unified solution for brand advertising at scale and performance advertising across multiple media."
The launch marks the latest phase in Platform-A's aggressive launch efforts. In recent months, Platform-A has launched, among others; Spot Marketplace, which lets advertisers buy content-specific media across Platform-A; Behavioral Targeting across Platform-A; an iPhone ad solution that detects and delivers ads on iPhones browsing the web; and an affiliate marketing solution that links Platform-A's Buy.at affiliate network to the widget-based marketing tools of Goowy Media.
AdLearn
Platform-A to launch ad exchange
LONDON - Platform A, the AOL division formed in June to bring together the media conglomerate's various advertising businesses under one roof, is to launch an ad exchange next year, taking it into competition with Yahoo's Right Media.
.jpg)
.jpg)