Does AOL's New Ad Platform Make It A Buy?

In a report published Wednesday, Cantor Fitzgerald analysts maintained their Buy rating on AOL, Inc (NYSE: AOL) as well as their price target of $45. AOL launched ONE in North America Wednesday morning.

ONE is AOL's "open, unified programmatic platform, which enables marketers to optimize campaign goals across screens, formats, and inventory types. This is the culmination of at least a year of work, during which AOL has developed and refined its tech stack both organically and through acquisitions…" the analysts explained.

ONE is the pioneering cross-screen programmatic ad platform, which also offers multi-touch attribution. This is the company's attempt to "simplify the programmatic marketplace for marketers, agencies, and publishers," according to Cantor Fitzgerald. The open ecosystem, as well as integration of audience management platforms, buying channels and data, should prove beneficial for the user.

The company is also working on consolidating its brand portfolio with its point solutions being rebranded under ONE.