AOL has unveiled ONE – a system that aims to make the process of advertising more transparent for marketers and ensure brands are getting the most bang for their buck.
The technology shows you where an ad is performing best and driving the most sales, so if all of your customers are buying through mobile for example, it would show you this and then presumably you would focus more on mobile ads.
Facebook and Google both offer tools to do this already, so it will be interesting to see if ONE becomes a real contender in the marketing world.
The main difference between this and Facebook or Google’s ad platforms is that ONE by AOL is more open. It allows you to input your own data, or take data from ONE. Both Google and Facebook restrict you from using third-party data.
TV ads just aren’t the main focus for many businesses these days and with people constantly switching between PCs and their phones or tablets, ONE could help answer the question of how to divide the advertising budget across all of these platforms.
So, if you’re a marketer frustrated by the walled-garden approach of Google and Facebook’s ad platforms, AOL is hoping that its unified ONE platform can tempt you away.