Overall Satisfaction with ONE by AOL
The One by AOL platform, now known as the Verizon Media or “Oath” DSP, is currently being used by my team & I to buy programmatically for our clients. My team is part of the larger Programmatic Department at PlatformGSK - a subset of Publicis Health Media servicing the GSK client.
- Predictive Modeling - always performs well for Conversion & CPA based campaigns; out-performed other DSPs with similar tools.
- Email Receipt Retargeting - no other DSP offers the ability to do this, so it is 100% proprietary, as far as I know.
- Pixels & Rules - compared to other DSPs, the setup is a platform for creating pixels, and rules are less intuitive or clear to follow.
- Produced strong CPA performance and generated large volumes of site conversions when using the Predictive Modeling tool.
I would still say that The Trade Desk and Google DV360 would rank in the top tier for DSPs, while One by AOL would rank in the second tier. That said, the progress and advancements in the last few years from AOP to ONE by AOL to the new Verizon Media platform are worth looking into and testing for yourself - particularly on the 1st party data and O&O inventory fronts.