Big Data just got much bigger at AOL.
At its second annual “Programmatic Upfront” event in New York on Monday, AOL announced the launch of a data management platform (DMP) with multi-touch attribution. The DMP will be part of AOL’s “ONE” platform, the multichannel programmatic ad platform the company plans to launch in 2015.
AOL had previously used third-party DMPs for its data needs but built its new DMP in-house using technology from Convertro, the consumer tracking platform and attribution tech firm that AOL acquired in May.
Speaking at the Programmatic Upfront event, Seth Demsey, chief technology officer of AOL Platform — the division in which the ONE platform is housed — said the new DMP allows advertisers to track audiences across all screens. Read more…