AOL partners with MCN for new programmatic TV platform | M&M Global

AOL partners with MCN for new programmatic TV platform

AOL Platforms, a division of AOL, and Multi Channel Network (MCN), have launched a programmatic private marketplace for television.


In October last year, the two companies announced their plans to build and pilot a programmatic platform for TV, called MCN Programmatic TV.

Launched in May 2015, the new platform brings together AOL’s programmatic platform ONE by AOL: TV, consumer insights with first-party viewing data from 110,000 anonymous homes via MCN’s multiview panel, and access to a broadcast linear TV inventory.

Bob Lord, president of AOL, said: “Whatever can be automated will inevitably be automated, especially TV. Data is the main driver of this shift in marketing, and AOL, in collaboration with MCN, has put together the blueprint model for how television will adopt programmatic globally and align digital with TV.

“The initiative combines the media, automation and data at scale necessary to drive real value for marketers and a much greater efficiency and yield for TV programmers.”

Mitch Waters, managing director, AOL Platforms, ANZ, added: “In effect, through our trading platform, advertisers now have the same rich view of a customer’s journey experienced when booking web-based video.”

Four agencies have used the platform since the launch four weeks ago, including Dentsu Aegis Network (Carat) and OMD.

The platform intends to make it easier for planners to drive campaigns against a wide portfolio of broadcast linear channels, including FOX8, FOX SPORTS, The Lifestyle Channel, Sky News, Discovery, Cartoon Network UKTV, E!, NatGeo, MTV, plus many other STV brands.

Doug Ray, global president and US CEO, Carat, said: “The legacy media model, predicated on the notion that scale equals value, is antiquated and no longer works. Value for our clients today is now measured in agility, powered by data and technology.

“We believe that the future of media planning and investment will move from reserved inventory to a more agile approach enabled by programmatic, and are committed to leading this transformation with innovative and collaborative partners like AOL.”

The shift to programmatic TV is expected to be swift. AOL Platforms Australia and IAB Australia’s State of the Video Industry Report, published in October last year, showed that 27% of agencies were already using an automated data-driven process to inform their TV investment.

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