AOL has launched a new suite of creative design and optimization tools for its One advertising platform, which will replace the Pictela creative design platform it acquired back in 2010.
The company says that its new One by AOL: Creative platform — launching in Canada, the U.S. and U.K. this month — will help designers make better use of data to improve the ads they create. It comes with tools to design and manage HTML5 rich media assets, and test them in live campaigns to optimize performance or target different audiences with personalized messaging.
Speaking to AdExchanger, David Miller, AOL vice-president of advertising product management, said that so far, the creative development process hasn’t effectively incorporated data. With the new platform, “we are bringing the benefits of automation to creative, making everything smarter, improving the overall process and driving even better performance for our partners,” he said.
Like its predecessor Pictela (which was known for developing AOL’s “Devil” rich media ad unit) One: Creative focuses on HTML5 responsive design that can adjust an ad to whatever screen size or aspect ratio it’s displayed in. Effectively, an ad can be designed to run across any desktop or mobile device without making dozens of different versions and targeting them to different ad sizes.
The platform will also tap dynamic retargeting and personalization technology that AOL acquired from Buysight in 2012. It’s natively integrated with AOL’s programmatic display and video buying tools to more tightly bind together data collection, design and campaign delivery. But AOL says that One: Creative can be integrated with other third-party solutions just as easily, in case the buyer wants to use their own DSP or ad server for the execution side of things.
