Summits Yellow

Oath introduces unified suite of solutions for marketers and publishers

Tyrone Stewart

Oath brandsOath, Verizon’s digital media subsidiary, has unified its ad tech offering under a single brand, bringing together the advertising and publishing solutions from its media brands.

The suite, called Oath Ad Platforms, combines the assets from BrightRoll, One by AOL, and Yahoo Gemini into one set of solutions. Furthermore, the demand side platform (DSP) comes with access to a new native and connected TV inventory, alongside other formats.

“Oath Ad Platforms is the culmination of years of experience creating world class advertising offerings powered by data and designed to build brands,” said Tim Armstrong, CEO of Oath, who is reportedly set to leave the company. “We’ve combined the best assets from our trusted platforms with new functionality to drive meaningful results for advertisers and publishers. Oath Ad Platforms is another example of our longstanding commitment to innovation, providing a solution to today’s digital advertising challenges.”

Oath’s ad tech suite will offer solutions for both marketers and publishers. Ad Platforms for Marketers is aimed at helping brands and agencies to focus on what drives their business. The platform is powered by a DSP, connecting to more than 40 global exchanges and providing access to inventory from across Oath, AOL, and Yahoo’s properties; a native marketplace, a global inventory enabling marketers to use in-stream formats to target consumers; and by an SSP and exchanges, offering programmatic access to Oath’s inventory.

Meanwhile, Ad Platforms for Publishers aligns with Oath’s Flurry offering and focuses on omnichannel, video and broadcast publishers, and app developers. Powered by data, it provides access to advertisers through revenue and video management solutions. Oath says it will continue to introduce new tools to the platform, including the rollout of an Oath Ads SDK in 2019.