AOL partners with Multi Channel Network for programmatic TV platform in Australia

AOL logo in lights
Verizon-owned AOL has continued investment in the programmatic TV space, partnering with the Multi Channel Network (MCN) to launch its buyer platform ‘ONE by AOL:TV’ in Australia. The roll-out follows similar partnerships in Canada and Southeast Asia, as the company increases efforts to dominate the growing sector.

The platform will replace AOL’s current offering in Australia, and will enable advertisers to buy premium broadcast TV inventory in an automated fashion, with tools including audience segmentation and analytics.

“AOL is an established pioneer in programmatic TV in Australia and the introduction of our new and enhanced self-serve TV global buyer’s platform is another milestone in TV’s advancement towards addressability,” said Yasmin Sanders, senior director of programmatic TV and ONE by AOL:TV for AOL Australia and New Zealand. “This is about advertisers being able to increase their return on investment for their TV ad dollars.”

The partnership with MCN will enable campaigns to be traded against consumer segments created by the firm’s audience measurement platform, Multiview, which blends purchase data with viewing behaviour. By working with AOL, MCN increases the number of tradeable multi-view audience segments it offers from 15 to 47, although these will only be available to users of ONE by AOL:TV.

“We’re thrilled to kick start the year with our partners AOL and the new global buyer’s platform, ONE by AOL:TV,” said Nick Young, national sales director for MCN. “MCN has invested significantly into Multiview over the last six years, and the expansion of tradable consumer segments will once again revolutionise efficiency and effectiveness in television trading and deliver advertisers value.

“In the last two years, we have seen an increasing number of media agency partners join us in the journey. Once they’ve used the platform and experienced the benefits of driving greater business outcomes for clients, we’ve seen significant, repeated increase in investment over the last year.”