But as I dug in I realized that this is less about introducing another 3rd party exchange to aggregate inventory from disparate sources and more about opening up Platform A to self-serve advertisers.
Certainly seems like a win-win. AOL/Platform A can now tap the long tail and advertisers and agencies can now have more control over their buys.
Hopefully they'll allow API access to campaign management tools for real-time optimization. Didn't see anything about that in the story but have an inquiry in to my Platform A peeps. Will let you know what I learn.
Update 9/25: My man on the inside at Platform A tells me open API is planned for second release towards the back half of '09. Better late than never, I say!