AOL targets ads on iPhone

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AOL is hopping on the iPhone bandwagon with a new mobile platform gearing advertising to the popular smartphone's users.

The new platform will be available through AOL's Platform-A unit, under its mobile marketing firm Third Screen Media. The system will automatically optimize ads served from its network of sites for the iPhone. The move is related to the repositioning of Platform-A to encompass all digital and interactive technologies.

“We are tearing down the various divisions of interactive advertising, and this mobile offering is a part of this,” said Kent Johnson, director of business operations for the Third Screen Media network at Platform-A. “This is to help advertisers give iPhone users the most impactful view of an ad.”

When an iPhone user browses any of AOL's media properties, including sites in the Third Screen Media mobile network and the Advertising.com Web network, Third Screen Media's targeting technology will serve an ad specifically optimized for iPhone viewing. In addition, the platform will redirect iPhone users to special versions of marketers' sites that are iPhone-optimized.

This technology follows Platform-A's release of a third-party ad-serving program allowing mobile publishers to access multiple networks.

“We find that the advertisers that are the most successful in mobile are those who [provide] the best experience,” Johnson added.

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