• by Tobi Elkin  @tobielkin, April 4, 2017

AOL on Monday launched its global programmatic TV buyer platform, ONE by AOL: TV, in Australia, in partnership with Multi Channel Network (MCN), a media sales company in Australia.  The self-service platform replaces AOL’s existing programmatic TV offering and includes new audience segments and features for advertisers.

AOL said its platform will enable advertisers to trade campaigns against targeted consumer segments from MCN’s Multiview panel audience measurement platform. Multiview integrates viewing behavior from a 200,000-person panel with purchase data. MCN said it's increasing the number of tradeable Multiview audience segments within the ONE by AOL: TV platform from 15 to 47. MCN Programmatic TV is a private exchange for linear subscription TV that was launched by MCN and AOL in 2015 in Australia.

 AOL said its platform will help Australian brands get more insights into the impact of their TV spends.

Amnet Group, the programmatic unit of Dentsu Aegis Network, is one of AOL’s launch partners for ONE by AOL: TV, and has already begun buying on the new platform on behalf of its clients. “ONE by AOL: TV provides our clients with access to a brand-safe TV private marketplace that offers market-leading control, insights and access to premium linear TV inventory at scale,” stated Nic Hawley, national head of screen strategy & innovation at Amnet Group, Australia.