AOL has launched a new self-serve TV ad-buying solution as part of their ONE platform.
The tool lets marketers buy TV ads through AOL’s online system, combining first- and third-party data, as well as TV viewership metrics, for media planning across network and cable TV. Attribution data spans linear TV, mobile, and digital.
At launch, AOL is exclusively partnering with Omnicon Media. Linear TV inventory will be made available for self-serve planning and buying from Q3. The programmatic TV buying module is now available for buyers and for broadcast and cable TV network partners.
The move to an automated self-service model comes as a way of “putting insights and analytics directly in the hands of our buyers”, Dan Ackerman, SVP programmatic TV, AOL, says. “Traditionally, TV has been purchased in silos and with broad demographics that lack the necessary targeting to drive deep relevancy.”
“Developers want premium demand, combined with greater buyer-level insight and control, delivered in a flexible, easy-to-use, streamlined platform,” said Matt Gillis, SVP, Publisher Platforms at AOL. “With today’s launch of self-serve availability for ONE by AOL: Mobile, we’re empowering mobile publishers and app developers around the globe to make the right decisions for their own brands in a powerful, low friction environment.”