Few would deny the life-simplifying appeal of a one-stop shopping experience, and that’s just what AOL aims to offer brands in the world of programmatic advertising. The company’s new One by AOL platform, unveiled on Tuesday, promises a consolidated and holistic view of brands’ marketing expenditures and performance across all screens, including TV.

Incorporating existing AOL brands including Adap.tv and Convertro, the new, unified platform offers brands simplification and a single view of the consumer, AOL said. Media, creative, audience management and attribution are integrated with buying tools for all channels — display, mobile, video and TV — with an eye toward giving advertisers more control. In particular, advertisers can shift marketing investments in real time to the most effective tactics, AOL said.

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