The newly independent AOL desperately wants to become a major player in the display market, and it's rolling out loads of new content in an attempt to get there. Of course, the company still needs advertisers to get on board with its plan, so it's sharing newly mined consumer data with advertisers.
AOL has already begun gathering user data through its Seed content platform, an algorithm-based system for developing crowd-sourced editorial content. The seed algorithm measures consumer interest in content topics as they are happening and then uses a pool of writers to develop brief editorial pieces based around popular keywords, according to ClickZ.
Advertisers will be able to tie ad copy and keyword strategies to these articles using real-time information, ultimately delivering more relevant advertising. AOL is already sharing the data with its top ad partners, but it's also turning to agencies. In the end, the publisher wants to not only assist marketers with serving ads, but with creative development for campaigns as well.
