As part of its focused mission to simplify the digital ad ecosystem, AOL has announced the official launch of AOL Platforms in Australia and a global brand alignment as part of the North American launch of ONE by AOL.

ONE by AOL is an open, unified programmatic platform enabling marketers to optimise against campaign goals across all screens, formats and inventory types.

AOL Platforms’ existing programmatic business unit within the regions, Adap.tv, has rebranded to ONE by AOL: Video. The programmatic TV unit, which Adap.tv has partnered with MCN in Australia to launch the world’s first private marketplace for linear TV, will be known as ONE by AOL: TV.

AOL Platforms will be led by Mitch Waters in Australia, who previously led Adap.tv in the region.

Tim Armstrong, chairman and CEO of AOL, said ONE by AOL reflects the increasing evolution of media and technology: “AOL’s mission has at its heart the ‘simplification’ of the digital space by unleashing the world’s best builders of culture and code and today’s launch of ONE by AOL furthers that mission significantly.”

This marks a significant step forward for AOL as it continues to build a reputation as a leading media technology company increasing its influence in the delivery of cross-screen video programmatic and content platforms. ONE by AOL is a modular technology stack that capitalises on open data integrations, inventory, creative optimisation and attribution methodologies versus a closed “walled garden” strategy with predetermined capabilities and partners and limited flexibility and portability.

“ONE by AOL is an open programmatic platform that will progressively incorporate all the technology AOL Platforms has built through in-house development and acquisition,” said Mitch Waters, managing director, AOL Platforms Australia.

“Adap.tv, now ONE by AOL: Video and TV is part of the picture, and as the platform expands globally we will see even richer functionality coming to this region. I’m very much looking forward to scaling the team and continuing to seek out the best talent who want to work with a programmatic leader that offers immense opportunity, not just in ad tech but also in culture and content.”