AOL to rename Platform-A AOL AdvertisingAOL this year, including the beginnings of being spun off from Time Warner into an independent entity back in May, AOL is renaming its Platform-A business. Platform-A, the company's display advertising group, which was built up over the last couple of years through a host of acquisitions, will now be called AOL Advertising.
The newly named AOL Advertising will include AOL's premium ad sales on its owned and operated properties, the Advertising.com third-party ad network and AOL's ADTECH ad serving operations. The new name will take effect on September 1.
“In talking to advertisers, marketers and agencies, we heard time and again that the AOL brand matters greatly in this space,” said Jeff Levick, president of global advertising and strategy at AOL in a statement. “Harnessing the brand will help us better convey the power of what AOL has to offer advertisers with our premium content sites, third-party network and unique, data-driven consumer insights.”
In addition to the newly named AOL Advertising, AOL Media will become AOL's new name for presenting its premium consumer offerings — both content and products — to advertisers.
This new approach stems from the restructuring and new management at AOL. In April, Google graduate Levick was brought on by AOL chairman and CEO Tim Armstrong, himself a new hire, to grow the AOL ad business.