• by Tobi Elkin  @tobielkin, June 8, 2016

AOL on Wednesday announced a partnership with Rogers Media to create a private marketplace for programmatic TV. The goal is to enable advertisers to access linear TV audiences with transparency and control through data and automation.

The partnership will enable advertisers and agencies to implement targeted, data-driven, audience buying. It will also enable them to derive consumer-focused analytics and insights for dynamic campaign optimization across Rogers Media’s complete portfolio. AOL said that custom data segments will also be available for purchase programmatically in 2017.

“We are excited to partner with Rogers Media, a television powerhouse in Canada, to enable programmatic across their TV portfolio," Dan Ackerman, AOL's SVP, programmatic TV, told Real-Time Daily via email. "Globally, advertisers and networks want to be able to bring the data-driven automation and intelligence of programmatic and digital ad-buying to linear television. Our platform, ONE by AOL: TV, offers a unique and powerful approach to activating data and technology for improved TV ad performance and ROI. We are pleased to expand its global footprint even further with this partnership."

In 2015, AOL partnered with Multi Channel Network to pilot an integrated programmatic private marketplace in Australia. In 2016, AOL launched ONE by AOL, self-service programmatic TV buying in the U.S. and a partnership with Univision.