AOL Plays Up Holistic Approach By Forming Platform A Marketing Solutions Group

AOL (NYSE: TWX) is continuing to refine its Platform A unit with an eye towards its larger-spending advertisers by forming of Platform-A Marketing Solutions. The idea behind the new division is to better coordinate its range of display advertising, targeting and analytics offerings to its larger advertisers. In essence, the group is a combination of AOL’s disparate online ad sales teams with behavioral marketer Tacoda, which it acquired last summer. AOL hopes the creation of Marketing Solutions will further alter its image of offering untethered ad services to a more “holistic approach,” which began when it brought all its ad holdings together back in September. Platform A serves as the umbrella for, Tacoda, Lightningcast, Adtech and Third Screen Media. Last month, AOL bought contextual ad firm Quigo which is also expected to be absorbed within Platform A.

Kathy Kayse, EVP, will head up the Marketing Solutions unit, with SVPs Mark Ellis and Matt Arkin handling the eastern and western regional sales teams, respectively. Release

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