The formats are meant to help build out the company's "end-to-end" platform that launched earlier this year under the name ONE by AOL: Publishers. Since 2010, AOL has spent $1 billion acquiring technologies and companies to improve engagement and monetization of one of the fastest growing areas in advertising, it says.

"Ultimately for publishers, I think this is a great opportunity for them to access more video spend by taking a step toward viewability and creating more inventory on their website," Robert Leon, AOL's head of publisher product commercialization and solutions, told Adweek.

One of AOL's new formats, its Out-stream player, is an in-article video format that only starts playing when at least half of the video is visible on the screen.