Continuing the online advertising mechanism of AOL and the former Yahoo Internet business system, Oath announced that it will expand the promotion of the new Oath Ad Platforms advertising platform. Through a single brand model, integrating artificial intelligence technology and data analysis, and integrating Oath's global audio and video content matching effect, it will help advertisers improve their digital marketing results.
According to Zhao Huifen, head of Oath's Asia Pacific advertising platform, the Oath Ad Platforms will combine local data, local service teams, and Oath's global audio and video content resources to continuously improve the effectiveness of the advertising platform and significantly increase market share in the future, allowing more partners to conduct large-scale and effective digital marketing through the Oath advertising platform through new services and functions.
Oath Ad Platforms combines the strengths of data, technology, and optimization to deliver more effective marketing results through platform resources and new features. These include a new buyer-side advertising platform (DSP) and a native advertising platform, enabling advertisers to more efficiently promote their content and gain valuable insights into consumer behavior.
In addition, the advertising platform uses data including data related to Oath's online services, third-party data, and advertisers' own data. Through multiple data sources, it connects to more than 40 advertising exchanges around the world. At the same time, it can also promote through the existing advertising traffic of AOL, Yahoo, MSN and Oath's own brands, allowing advertisers to more accurately target their marketing content to target groups.
In terms of advertising content types, the Oath Ad Platforms advertising platform will be able to provide native advertising content, display ads, video ads, and marketing models integrated with content. Oath also emphasized that the current advertising platform has included more than 1500 million videos, more than 4000 publishers, and 500 content platforms, thereby helping content ads to be marketed in a more effective way.
However, the Oath Ad Platforms advertising platform still faces competition from large Internet service providers such as Google, Facebook, and LINE. It will also face more competitors that also operate advertising platforms in Taiwan or are more adept at operating local advertising content to grab online advertising resources. Even though Oath emphasizes that it has rich service content and video collections, with the current trend of increasingly decentralized Internet usage, how to control user traffic and advertising audience resources is expected to be the next challenge for Oath.
