Dive Brief:
- AOL is launching a programmatic TV platform for planning and purchasing media, and Omnicom Group is its first agency partner to test the automated ad-buying tech, as reported by Ad Exchanger.
- A selling point for the new platform, according to AOL, is its access to digital data from desktop and mobile devices that will offer advertisers insights into planning TV campaigns.
- The self-serve platform is selling ads for fall TV programming in the third quarter.
Dive Insight:
“We have access to a high volume of consumer transactions across desktop and mobile,” Dan Ackerman, svp of programmatic TV at AOL, told Ad Exchanger. “It’s (digital data insight) a good way to understand ad fatigue where [instead] of increasing your frequency, maybe you use different creative.”
Ackerman added programmatic TV had been in development for a while and described the platform’s
core differentiators as “converting person-level data: anonymized name and address, CRM, cookie and device-ID data into predictive segments for TV.”
Since its acquisition by Verizon, AOL has been very active in buying ad and martech, and recently CEO Tim Armstrong reportedly has been touting the company’s data in private meetings with ad buyers as competing with Google and Facebook in digital advertising.