Oath unifies ad tech platforms under one brand

BrightRoll, One by AOL and Yahoo Gemini are now collectively known as Oath Ad Platforms.
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Oath has rebranded its ad tech unit under one unified DSP.

BrightRoll, One by AOL and Yahoo Gemini are now collectively known as Oath Ad Platforms. The change, according to Oath, was an effort to create more simplicity for both buyers and sellers of media.

The new DSP will now provide marketers with tools and data to connect with audiences through a native and search advertising marketplace under a single platform. It will leverage both first- and third-party data, connect to more than 40 exchanges globally and offer programmatic access to its inventory across owned and operated properties. It will also provide access to Oath’s machine-learning engine, AdLearn.

In addition to bringing the brands in under one umbrella, the new offer will include access to an all-new native and connected TV inventory.

For publishers, the SSP will continue to provide the same monetization tools it previously had and will roll out a new Oath Ads SDK (software development kit) in 2019, a publisher-facing tool which will enable the programming of mobile applications.

Oath promised a number of new ad formats, although it did not offer details on what these new formats would be and promised that they would roll out on an ongoing basis. Formats that Oath already works with include in-stream, tiles, e-commerce and mobile wallets.