An Open Platforms Manifesto (White Paper)

The emergence of the always-on consumer and the fragmentation of the advertising technology industry have made it difficult for marketers to remain consumer-centric and effective. By relying on multiple point solutions and with no clear unified view of their efforts, advertisers must navigate a costly, restricted way of doing business. This needs to change.

In “An Open Platforms Manifesto,” AOL sheds light on why walled gardens are antithetical to a brand’s best interests and how open platforms empower marketers to capitalize on flexible data integrations, inventory, creative optimization and attribution methodologies.

Key questions that will be addressed include:

  • What should brands look for in a platform?
  • What do marketers lose by using a closed platform?
  • How does an open approach to advertising solve for a rapidly evolving media landscape  and changing consumer behaviors?

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