AOL adds new viewable video players to One by AOL programmatic platform

Viewability is a colossal issue for video advertisers – a fact that hasn’t escaped AOL. The company added two new video ad formats to ONE by AOL: Publishers, its programmatic platform for publishers. The new out-stream player will exist in the body of an article, expanding to reveal itself and beginning to play only when over 50 percent of the player is visible on-screen. (Complex Media and USA Today Sports Media Group are among the first publishers to use the player.) Meanwhile, the new in-line player with SideView, which pins a video to the side of content, enables viewers to continue scrolling through an article while continuing to maintain contact with the video content. “Viewability has long been a challenge for publishers and marketers. Consider that 60% of marketers are only ‘somewhat confident’ in the viewability of their ads,” Robert Leon, Head of AOL Public Product Commercialization and Solutions, told Cynopsis Digital. “Solving fundamental publisher problems, like viewability, is, of course, central to our product roadmap for ONE by AOL: Publishers. It’s also important to remember that, at the end of the day, AOL is a publisher, too, so we’re inherently interested in addressing these industry challenges.”

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