A+E, AOL Strike Cross-Screen Partnership Deal

A+E Networks and AOL have inked a broad programmatic advertising and publisher partnership deal.

Calling the agreement the first of its kind, A+E will use AOL’s technology for both advertising and publishing purposes, optimizing monetization across A+E Networks’ video and display inventory. The goal is to drive personalization across the networks’ portfolio.

The deal also states that AOL will set aside premium video and display ad inventory for promotion and tune-in for A+E Networks’ programming.

One key tool for A+E is AOL’s One programmatic platform -- which optimizes video ad inventory across desktop and mobile platforms, yielding forecasting and performance insights. Licensing AOL technology, A+E will create a private marketplace and its own exchange, according to executives.

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Another key element of the deal is display advertising, where A+E will work with AOL’s Marketplace system -- a real-time exchange platform for publishers, which can monetize audiences and create more demand across programmatic channels.

“It’s become that much more important for publishers to deploy technology and data in new ways to offer unique, personalized experiences to their audiences,” stated Bob Lord, president of AOL, in a release.

Mel Berning, president, chief revenue officer of A+E Networks, stated that the deal extends other company efforts for its advertisers: “A+E Networks has brought a level of flexibility to the market by affording advertisers and agencies the ability to use advanced tools and software that create more dynamic campaigns based on optimization and targeting capabilities.”

Back in March, A+E Networks announced it had joined FreeWheel’s FourFronts programmatic marketplace, a “programmatic direct” marketplace allowing advertisers and publishers to reserve digital video ad inventory using advanced targeting.

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