AOL’s Platform-A Launching Ad Exchange in 2009

AOL’s Platform-A announced that they would be launching BidPlace, a self-service ad exchange, in the first half of 2009. The exchange will support cost per thousand (CPM), cost per click (CPC) and cost per action (CPA) bidding for advertising on AOL, on select partner sites and on Platform-A’s third-party network. These sites reach 90% of the online audience according to an August 2008 comScore Media Metrix report. According to Platform A the exchange will provide an automated interface that “will let advertisers create and manage their campaigns, define budgets, pricing, targeting and the frequency of their ad placements” and that “advertisers will receive detailed reporting on campaign and creative performance.”