AOL said today that it making a series of changes to position the company to be the largest advertising network, building on its Advertising.com network and the recent purchases of Tacoda, Third Screen Media, Lightingcast and Adtech. The company said the realignment is the final stage in its transition from an access business to an ad-supported Web company.
The new entity, dubbed Platform A, will provide advertisers access to targeting and measurement tools available in the marketplace across Platform A’s network of third-party sites, along with AOL owned and operated sites. Platform A reaches 90 percent of the domestic online audience according to comScore Media Metrix.
“With the increasing fragmentation of online audiences, the best way to serve advertisers is to enable them to harness massive advertising networks that reach across the entire Internet, not just our AOL websites,” said Randy Falco, Chairman and CEO of AOL.
“And over the past eight months, we have put together a network with unprecedented reach and state-of-the-art solutions that accomplishes this. With the launch of Platform A, we are unleashing this powerful network to deliver unrivaled transparency and return on investment for our marketing partners.”
AOL also announced that it will move its corporate headquarters from Dulles, Virginia to New York City. The company said it will still have operations in Dulles, as well as offices in Mountain View, California and other locations.
“New York City is the center of advertising, so it makes perfect sense to locate our corporate headquarters here,” said Falco.
