Oath unifies ad tech under new brand, adds advanced features

This post is sponsored by Oath.

Oath, a Verizon subsidiary, introduces Oath Ad Platforms as its simplified suite of intelligent advertising and publishing solutions globally. Oath Ad Platforms combines the best assets from BrightRoll, ONE by AOL and Yahoo Gemini into a set of solutions that makes it easier for advertisers and publishers to drive growth.

The suite activates Oath’s trusted data, high-quality inventory, innovative ad experiences and industry-leading programmatic algorithms. Additionally, the unified DSP offers access to new native and connected TV inventory as well as unique ad formats. New features and functionality will be rolled out on an ongoing basis.

“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, Oath CEO.

“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 long-standing commitment to innovation, providing a solution to today’s digital advertising challenges.”

We spoke with Rico Chan, vice-president and managing director of Oath INSEA, Hong Kong and Japan, who shared highlights from Oath’s journey since its creation a year ago.

“We’re proud of what we have achieved – bringing together AOL and Yahoo – two powerhouse media and technology brands. We unified our people, processes and products,” he said.

“Today, we reach one billion people around the world, with a dynamic mix of media and technology brands in our portfolio, including Yahoo News, Yahoo Finance, TechCrunch, Yahoo Mail and Flurry. Over the last year, we also engaged deeply with advertisers, publishers and consumers.

“We want to build deep consumer experiences across our much-loved brands, launch new products and services on mobile and video and continue to grow our partnerships.”

With the massive shift to mobile, and Verizon – a Fortune 16 company and one of the largest mobile companies in the world – as the parent company of Oath, the ad tech company is just getting started on the opportunities ahead.

With the aim of putting their brands on every mobile screen, and the goal of reaching two billion users by 2020, Oath sees many new users coming from Southeast Asia, and expects huge growth potential across the region.

“An area we have been hard at work at is building a world-class advertising suite – it’s just out. The new Oath Ad Platforms combines the best assets of our legacy platforms while innovating with new functionality,” Chan said.

“It is a simplified suite of intelligent advertising and publishing solutions. It is the culmination of many years of experience creating world-class advertising offerings, powered by data and designed to build brands.

“Think of it as a smarter ecosystem that meets the unique needs of both marketers and publishers, and better connects them to each other. It merges ad quality, performance and insights into easy-to-use workflows for advertisers and publishers. We will be rolling out new features and functions regularly.”

When asked how advertisers and publishers can benefit from Oath Ad Platforms, he added marketers could expect access to brand-safe, premium inventory, innovative ad experiences, superior campaign performances and deep insights into more than a billion consumers.

The new Oath Ad Platforms, backed by powerful targeting data from Yahoo, AOL and over one million mobile apps, will allow advertisers to buy how they want and connect with consumers in intelligent ways through a diverse set of tools.

Publishers will benefit from the breadth of top-tier advertisers, revenue-optimising performances, and audience/inventory insights that give them newer ways to improve their business. Oath Ad Platforms grants exclusive access to Oath’s high-quality advertisers through revenue and video management solutions, empowering publishers to build experiences their customers will love.

The company has several plans on the way, while building up its momentum with new launches and offerings. RYOT Studio, Oath’s award-winning, next-gen creative studio was recently launched in Singapore. This creative studio allows the company to serve advertisers in Southeast Asia with the innovative, impactful storytelling experiences and solutions RYOT Studio is acclaimed for, bringing their brands’ stories to life.

“We constantly look to deliver the relevant, engaging content our users rely on us for.”

The digital marketing space is enormous and still growing. It is a US$800 billion to $1 trillion industry, but mobile accounts for just a fraction of it.

“If you think about it, this one device is increasingly controlling the entire experience – how people in SEA shop, communicate, consume information, news and entertainment,” Chan said.

“With the goal to be at the centre of this massive shift to mobile – it is important to provide customers in this region and globally with must-have mobile services, and giving other businesses or partners access to those consumers on mobile.

“By combining the art of brand building and data science, we want to drive growth for advertisers and publishers in the region – our just-launched Oath Ad Platforms being a major step towards enabling this.”