Dive Brief:

• AOL has revealed its new "One by AOL," a programmatic platform that blends the company's advertising solutions—like Adap.tv and Convertro—into one software interface. 
• The digital dashboard allows advertisers to track all ad campaigns in one place—from search ads to TV—and ultimately keep tabs on every ad dollar spent. 
• Theoretically, advertisers could use "One" to predict how changing budgets would affect a given ad campaign. For example, a marketer could pull ad spending from TV to move to social ads, and then predict its impact on sales. 

Dive Insight: 

The introduction of One puts AOL in more direct competition with marketing software giants like Adobe and Salesforce, bringing the company into a new arena. The ability to track ad spending on such a granular level could be enticing for marketers, but the question remains if One has enough functionality to compete with the more established firms.