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BizReport : Advertising archives : April 28, 2008

AOL's Platform-A launches display ad spot marketplace

AOL’s Platform-A has announced the launch of a spot marketplace that will provide an online spot advertising market for display advertising.

by Helen Leggatt

platform-a_logo.jpgThe spot marketplace will allow advertisers to bid on unsold inventory across the Platform-A network either on a cost-per-thousand (CPM) or on a pure performance basis (CPC/CPA).

With just one insertion order, advertisers can run a spot market display campaign across the entire Platform-A network, including AOL News, MapQuest and Moviefone, with one tracking, reporting and delivery system.

The spot marketplace will “complement other Platform-A advertising solutions”, said Lynda Clarizio, president of Platform-A, in a recent announcement, and AOL hope to distance themselves from “spray and pay” remnant services where advertisers have little control over where their ads are displayed.

“Platform-A is providing marketers with a spot marketplace that is scalable, drives results, and extends advertising brand value,” continued Clarizio.

Tags: ad inventory, AOL, display advertising, Platform-A, spot marketplace

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