Oath today introduced Oath Ad Platforms as its simplified suite of intelligent advertising and publishing solutions globally. Oath Ad Platforms combines the best assets from BrightRoll, ONE by AOL and Yahoo Gemini into a set of solutions that makes it easier for advertisers and publishers to drive growth. The suite activates Oath’s trusted data, high-quality inventory, innovative ad experiences and industry-leading programmatic algorithms. Additionally, the unified DSP offers access to new native and connected TV inventory as well as unique ad formats. New features and functionality will be rolled out on an ongoing basis.
Oath Ad Platforms offers solutions for both marketers and publishers, including:
Oath Ad Platforms for Marketers helps brands and agencies focus on what drives their business, including brand building and acquiring new business. Powered by a DSP, native and search marketplace, and exchanges, the platform provides advertisers with the tools and data they need to buy how they want and connect with consumers in intelligent ways.
- DSP: The DSP activates Oath’s wealth of trusted, exclusive first-party data as well as partner data. It connects to over 40 global exchanges and offers access to brand-safe inventory across AOL, Yahoo and Oath’s other owned and operated properties. In addition to display and video inventory, DSP advertisers can now take advantage of new capabilities to target native and connected TV through the DSP to enhance their media strategies. Oath’s machine-learning optimization engine AdLearn has increased performance by combining demand and supply data with predictive performance algorithms that connect the best ad with the right user and placement at scale. With AdLearn built into Oath’s unified DSP, recent campaign tests achieved a 48 percent increase in conversion and a 38 percent decrease in cost-per-click.
- Native & Search Marketplace: This unique ad marketplace allows marketers to feature their ads in a way people want to see them to drive greater engagement and effectiveness. Native inventory is available globally and search is available in the US. Precisely targeted, flexible in-stream formats help consumers discover, interact and transact with brands across Oath’s properties and quality partners. The platform includes Oath’s innovative ad experiences such as AR, 3D, Tiles and Mobile Moments as well as newly launched e-commerce formats Countdown and Mobile Wallet, which allow consumers to shop from their mobile device and jump on the hottest sales.
- SSP & Exchanges: Programmatic access to Oath’s inventory with controls helps ensure brand safety and limit fraud for today’s marketers, while creating access to exclusive audiences proven to perform.
Oath Ad Platforms for Publishers is a comprehensive solution suite for publishers with a focus on omnichannel, video and broadcast publishers, and app developers in alignment with its Flurry offering. The publisher toolset grants access to Oath’s high-quality advertisers through revenue and video management solutions, powered by data. With enhanced access to diversified monetization options, plus customization and controls, Oath empowers publishers to build experiences their customers will love. Oath continues to consolidate its supply suite and introduce new tools for publishers, including an Oath Ads SDK expected to roll out in 2019.
Tumblr To Remove Adult Content From Their Platform
Posted in Commentary with tags Oath, verizon on December 3, 2018 by itnerdTumblr the blogging platform that was once part of Yahoo, but is now part of OATH which is in turn owned by the Verizon empire has had a tough go as of late. They were nailed by Apple for allegedly having child porn on the platform and as a result got the iOS version of their app pulled from the App Store. Strangely, the Android version wasn’t pulled. Read into that what you will. But in any case, that was two weeks ago and I am guessing that as a result of that, Tumblr is deciding to pull all porn from their platform. And from people in the know, Tumblr is full of porn. They’re doing this via a change in their Community Guidelines that goes live on the 17th of December. And they’ve been nice enough to tell you what is good and bad going forward:
Don’t upload images, videos, or GIFs that show real-life human genitals or female-presenting nipples —this includes content that is so photorealistic that it could be mistaken for featuring real-life humans (nice try, though). Certain types of artistic, educational, newsworthy, or political content featuring nudity are fine. Don’t upload any content, including images, videos, GIFs, or illustrations, that depicts sex acts.
As you can imagine, this isn’t going over well with users of the Tumblr platform who want their porn. This Reddit thread is an example of what people think of this.
Now for my $0.02 worth.
I personally don’t care if anyone wants to surf for porn as long as it doesn’t involve something illegal, or it’s illegal in whatever part of the world you happen to be surfing for porn from. That’s why I think that this is a gross overreaction by Tumblr and their corporate masters. A better route to address the concerns of Apple would have been to go after the child porn that they found, which to be fair they are doing, without going after everything. But they chose not to do that and here we are talking about it. I think that Tumblr is going to get a massive drop in usage as a significant number of the accounts that are on there are porn related. That means less ad revenue, which in turn means less revenue for OATH and Verizon, which means that Tumblr is basically dead, and you can engrave the tombstone now.
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