- 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.
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.