AOL has unified its programmatic advertising offering under a new brand, ONE by AOL, which it claims offers the first open, cross-screen platform incorporating media from web to TV.

Divisions such Adap.tv and AdLearn Open Platform (AOP) will be phased out in favour of a single brand structure, to offer clients a “consolidated, holistic view of marketing spend and performance”.

The new offering launches today in North America, with other markets and regions to follow over the coming months. In the meantime, previous programmatic services will be rebadged to fit the new branding.

Adap.tv, which AOL acquired for $405m in 2013, is renamed ONE by AOL: Video and ONE by AOL: TV on the demand side, and ONE by AOL: Video Marketplace on the sell-side.

AOL’s demand-side platform AOP becomes ONE by AOL: Display, its data management platform will be branded ONE by AOL: Audience, while its attribution firm Convertro becomes ONE by AOL: Attribution.

AOL chairman and chief executive Tim Armstrong said the new proposition offers advertisers greater simplicity, enhanced speed and access to premium inventory at scale.

“AOL’s mission has at its heart the ‘simplification’ of the digital space by unleashing the world’s best builders of culture and code, and today’s launch of ONE furthers that mission significantly,” said Armstrong.

AOL president Bob Lord added: “With the launch of ONE, we are helping solve real business problems for marketers. Connecting audience data to media exposures throughout the purchase path lets brands accurately measure return on their marketing dollars.”