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

Latest from Marketing Week

PLEASE SIGN IN OR REGISTER. IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and inspiration that will help you develop as a marketer and leader.

Register and receive the best content from the only title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work, so we can make Marketing Week more relevant to you.

Register now

THE BEST CONTENT

Our award winning editorial team and columnists will ask the biggest questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we will be your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Dedicated to developing your skills and helping you achieve marketing excellence. Find guidance on leadership, professional development and the latest industry jobs.

Having problems?

Contact us on +44 (0)20 7292 3711 or email subscriptions@marketingweek.com

If you are looking for our Jobs site, please click here