What do you like best?
I enjoy the priority access to inventory on AOL O&O properties like MSN or Huff Po.
The Verizon data is also an interesting piece of the puzzle.
What do you dislike?
The platform has improved quite a bit since I first started using two years ago, but they still have a LONG way to go before being considered a top DSP. Again, much better than it was last year & the year before that; however, it's the bugs and little things, the minor workflow issues in the platform that make it a little difficult to manage campaigns easily.
I also don't like how you can't de-couple the platform with the Verizon date, but I can understand that business move.
Recommendations to others considering the product
There are DSPs/platforms that can do more tech-wise and may have more integrations; that said, AOL is a very strong supply source and has quality O&O inventory & data (Verizon) that is definitely worthwhile.
What business problems are you solving with the product? What benefits have you realized?
We are a self-service trading desk and are trying to grow our programmatic presence within our agency across all clients & brands. We're still in the younger stages of the team, having started two years back, but we need to show success right now to gain the trust of our media planners & buyers.
We get solid rates on AOL O&O, and we've generally seen good performance from those properties, most if not all. This is especially helpful for those campaigns we manage that have cost-based KPIs.