Platform-A rebrands as AOL Advertising

AOL is scrapping its Platform-A advertising services brand just ten months after launching, following a 100-day review by new CEO Tim Armstrong.

AOL and Tacoda logos

The ad sales division of Platform-A – which includes behavioural targeting service Tacoda, display ad network Advertising.com, mobile network Third Screen Media and ad serving platform Adtech – will be renamed AOL Advertising.

As part of the changes, AOL Advertising will look to automate more services, introducing a self-serve system similar to the model that has proved successful for Google.

AOL is also planning to focus on hyper-local sites as it looks to build on its editorial reach, which extends to a wide range of topic areas including lifestyle and motoring.

There will be a renewed push into innovation, including a move to strengthen AOL’s content management system to allow it to publish text, video and images more efficiently.

AOL announced its plans following a 100-day review of the business by Armstrong, which has already resulted in the departure of European CEO Dana Dunne and Joanna Shields, its people network president.

This story first appeared on newmediaage.co.uk

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