AOL’s mobile SSP adds self-service capabilities for app developers

AOL announced Tuesday that its ONE by AOL: Mobile platform for app developers and mobile publishers is opening up self-service capabilities. The supply-side platform (SSP) had only offered managed services since its launch in 2016.

The mobile SSP, part of ONE by AOL: Publishers, provides an SDK (software development kit) to manage ad service, network mediation, real-time bidding, brand safety controls and reporting. The company says the SDK offers access to “hundreds of demand sources, representing 95 of the Top 100/Ad Age Brand advertisers.”

The idea is to help publishers streamline programmatic ad selling and transparency by eliminating the need to have multiple integrations with multiple demand sources. Publishers and developers can see which demand partners are filling their inventory “with detail on specific buyers and brands.”

“Many app developers rely on more than 15 different monetization platforms and SDKs,” said Matt Gillis, SVP, Publisher Platforms at AOL, in a statement. “Managing and integrating all of these technologies into their apps is time-consuming and resource-intensive. With ONE by AOL: Mobile, plus our innovative new self-serve features, we are delivering a comprehensive solution for monetization built for mobile workflows that makes it easier to work with partners and streamline the process. “

Current ONE by AOL: Mobile customers include mobile game developer Glu.

About The Author

Ginny Marvin

As Third Door Media's paid media reporter, Ginny Marvin writes about paid online marketing topics including paid search, paid social, display and retargeting for Search Engine Land and Marketing Land. With more than 15 years of marketing experience, Ginny has held both in-house and agency management positions. She provides search marketing and demand generation advice for ecommerce companies and can be found on Twitter as @ginnymarvin.