Technology

AOL said that it will start to provide access for European customers to its web ad-selling unit Platform-A. They hope that this will give them more resources and time to create a shop for buying online ads all in one easy step.

The platform, which was created last year and has stumbled in the U.S., allows advertisers to make purchases across its ad network. In Europe, it will align AOL’s existing advertising operations there, which include Advertising.com, German Web-ad firm Adtech and British affiliate network buy.at.

“Advertisers will be able to use the most advanced optimization technology and behavioral targeting, combining AOL’s premium inventory with Advertising.com’s network, including social media, affiliate marketing, search, video and mobile,” said Platform-A President Lynda Clarizio. “This will be possible with one insertion order and one point of contact.”

Ms. Clarizio was tapped to better integrate the seven ad-technology firms that AOL spent $1 billion to buy in recent years as the company seeks to become an advertising-supported Web company. She has said the unit suffered from duplication among its sales, tech and other groups.

In April, AOL began a round of layoffs at Platform-A resulting in about 100 people losing their jobs, part of an effort by Ms. Clarizio to overhaul the unit. AOL, which began as an Internet service provider, has said that the success of Platform-A is critical to its future. As part of the expansion announced Friday, Brendan Condon was named head of Platform-A’s international operations, based in London. He was previously head of Advertising.com’s international business.