AOL rolling out ‘self-serve’ programmatic buying for linear TV

By Jim O'Neill on Apr 04 2016 at 8:15 AM
AOL rolling out ‘self-serve’ programmatic buying for linear TV

AOL is partnering with Omnicrom to roll out a self-serve programmatic TV buying module, an extension of its TV managed module that launched in 2014, that gives brands a DIY option for purchasing national ads on linear TV. The new software gives agencies more control over the data they use and money they spend.

The new software gives buyers advertiser first-party data, third-party audience data, and a TV viewership scoring metric to deliver media plans across national broadcast and cable TV network partner inventory. Advertisers can execute against the media plan directly through the module, and gain distinct insights into campaign impact through comprehensive attribution spanning linear TV, mobile, and digital investments.

Linear TV inventory will be available for self-serve planning and purchasing in Q3 in new fall TV programming.

“We are bringing a game-changing opportunity to our linear TV buyer and seller partners that will transform the way TV media is valued, bought, and sold,” said Dan Ackerman, SVP, Programmatic TV at AOL. “Traditionally, TV has been purchased in silos and with broad demographics that lack the necessary targeting to drive deep relevancy. Today, we are maximizing the power of AOL’s patented first-party predictive targeting tools and putting insights and analytics directly in the hands of our buyers. Coupled with our end-to-end ONE by AOL platform, we are now able to offer advertisers a more holistic approach to campaigns across TV, mobile, and video.”

“This provides our clients the opportunity to begin to realize the benefits of advanced targeting in linear TV,” said John Swift, CEO, North America Investment at Omnicom Media Group. “It is a critical first step in our journey towards programmatic and, ultimately, household level addressability at scale in TV.”

This machine-to-machine model of TV buying has been used by AOL in Australia with the launch of a programmatic private marketplace for TV in June 2015.

Stay tuned.

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