AOL Platforms and Dailymotion on Tuesday announced a deal that gives advertisers direct access to Dailymotion’s inventory, by way of AOL’s One ad platform.
French video platform Dailymotion, which claims to get 3.5 billion video views and 300 million unique viewers on desktop each month, first struck a deal with AOL in 2012. Today’s announcement is an expansion of the original deal, which granted select access to some Dailymotion Exchange private marketplaces.
Now the Dailymotion Exchange (DMX) has OpenRTB integration with ONE by AOL, so demand-side partners can access DMX’s video inventory across desktop, mobile, tablet, game console, and connected TV. Buyers can choose to bid on the open auction or create private marketplace deals when buying in real time on DMX.
In a release, Damien Pigasse, CRO, Dailymotion, stated the partnership between AOL Platforms and Dailymotion aims to foster programmatic growth and, “above all, fulfill advertisers’ growing need for premium video inventory at scale."
Earlier this year, AOL launched its programmatic platform, called ONE by AOL. The platform, which was named a leading DSP by Forrester in Q2 this year, offers media buying for display, video and television; inventory access; audience management; as well as measurement and analytics.
This month, Media Daily News reported that A+E Networks partnered with One by AOL on a programmatic deal including an upfront ad commitment, and earlier this year, AOL announced plans to buy mobile app advertising network Millennial Media.