Dive Brief:
- AOL announced a new member of its advertising automation platform lineup, One By AOL: Creative.
- The new platform was created to simplify creative selection and delivery issues for marketers using data insights to automate the process.
- One By AOL: Creative is a revamping of Pictela, a brand name that AOL is now retiring.
Dive Insight:
AOL overhauled its Pictela ad platform with data and dynamic capabilities and rebranded the new automation platform One By AOL: Creative. The move is a part a major push AOL has been making into digital advertising.
In a statement, AOL President Bob Lord said, “AOL is on a mission to greatly simplify the chaos prevalent in digital advertising. Creative development, one of the most capital-intensive parts of the advertising process, is certainly no exception. With ONE by AOL: Creative, AOL is not replacing the human touch of the creative process with robots; we are empowering all constituents with data and automation to help inform intelligent, human-driven design and creative that meaningfully elevates business results.”
Further explaining the reasoning behind the rebranding, AOL’s VP of Advertising Product Management David Miller said, “Our partners felt like there was a piece missing in creative. They have lots of data, but don’t feel like they have good insights on creatives that they’re sharing with users … What kind of content are users going to want to interact with, and what can we pull in from partners that will get people to interact?”
One By AOL: Creative is an open platform allowing marketers to use other ad formats or bring in their own experiences.