AOL Inc.’s Pictela Enterprise, a technology platform for the design, delivery and management of premium format online ad units, has gone live in public beta.

Pictela Enterprise is intended to give advertising agencies a simple, guided self-service interface to manage all their clients’ brand assets and efficiently serve them into premium online display ads. Digitas and Mindshare have signed on as the beta launch partners.

The suite includes: Pictela Management Center, a cloud-based platform for the creation, delivery and analysis of premium formats ads; Pictela Styles & Guides, a collection of standardized, template-driven layouts that contain asset, application and video requirements for pre-production and design; Pictela Reporting, which shows key metrics including interaction rate, exposure time, interaction time and video completion, in addition to first and third party impression, click, and engagement; and Pictela Support for training and business/technical support.

“We believe the power of opening our Pictela platform to agencies is the next step in scaling premium formats across the Web,” said Greg Rogers (pictured), senior vice president, Premium Formats, AOL, and CEO, Pictela. “We are putting the power of publishing in the hands of the ad agencies and their clients so they can take full advantage of the new larger ad sizes coming to market.”

Pictela Enterprise is certified to serve its ad units across AOL,, and most major online publishers.

AOL also announced a partnership with brand intelligence and analytics company Moat. “Moat is becoming a leader in measuring the effectiveness of online brand advertising, and we are excited to offer Moat Brand Analytics through Pictela Enterprise Beta,” Rogers said.

Related links:

AOL press release –

Greg Rogers’ AOL blog post –