A+E Networks Deepens Cross-Screen Programmatic Efforts Through Partnership With AOL
A+E Networks and AOL today announced an expansive programmatic and publisher solutions partnership to deliver more personalized user experiences across media and advertising. The agreement, a first-of-its-kind for AOL, will enable A+E to leverage AOL's open programmatic platform as a publisher and as an advertiser, with powerful data informing content and personalization.
"With consumers driving media transformation today, 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," said Bob Lord, President, AOL. "A+E Networks has been a first-mover in that regard, and we look forward to working with them to deliver increased revenue opportunities through automation."
"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," said Mel Berning, President, Chief Revenue Officer, A+E Networks. "By partnering with ONE by AOL, we extend these opportunities to their client list in an uninterrupted execution."
A+E Networks will use AOL's technology for both advertising and publishing purposes, optimizing monetization across A+E Networks' video and display inventory while driving personalization across the networks' portfolio, which includes A&E, HISTORY, Lifetime, FYI and more. A+E will also tap into AOL's premium content brands -- including Huffington Post, Xbox, TechCrunch, Moviefone and others -- to drive awareness and tune-in for their content programming, as well use their own first-party data with AOL's first party data to better target their intended audiences.
The partnership includes:
VIDEO
A+E will leverage ONE by AOL: Video to optimize monetization of its video ad inventory across desktop and mobile, tapping into the platform's integrated tools for demand forecasting, yield optimization and performance insights. With ONE by AOL: Video, A+E can deliver guaranteed audiences and maximize yield across campaigns while gaining insights on campaign performance and advertiser demand.
DISPLAY
A+E Networks will benefit from AOL's MARKETPLACE - a real-time exchange platform for premium publishers that monetizes audiences by managing and creating more demand across programmatic channels, all while simplifying the landscape where advertisers can bid on publisher's impressions in real-time.
PERSONALIZATION
A+E Networks will adopt Gravity as the personalized content recommendation platform of choice for History.com. Gravity's Interest Graph technology helps publishers and advertisers tap into consumer interests to deliver personalized content and ads, and drive incremental revenue opportunities.
UPFRONT AD COMMITMENT
AOL has set aside premium video and display ad inventory across mobile and desktop to drive awareness, promotion and tune-in for A+E Networks' programming. A+E Networks will have premiere access to a number of creative solutions available through AOL's Partner Studio, and will have early access to select publisher products being developed by AOL.
About AOL
AOL is a media technology company with a mission to simplify the internet for consumers and creators by unleashing the world's best builders of culture and code. As one of the largest online properties with approximately 500 million monthly global consumers of its premium brands and combined Microsoft inventory, AOL is at the center of disruption of how content is being produced, distributed, consumed and monetized by connecting publishers with advertisers on its global, programmatic content and advertising platforms. AOL's opportunity lies in shaping the future of the digitally connected world for decades to come. AOL is a subsidiary of Verizon.
About A+E Networks
A+E Networks, LLC. is an award-winning, global media content company offering consumers a diverse communications environment ranging from television networks to watch apps, games, websites and educational software. A+E Networks is comprised of A&E, Lifetime, History, LMN, FYI, H2, A+E Studios, History en Espanol, Crime & Investigation Network, Military History, Lifetime Real Women, A&E IndieFilms, A+E Networks International, A+E Networks Digital and A+E Networks Consumer Products. A+E Networks channels and branded programming reach more than 350 million households in over 200 territories. A+E Networks, LLC. is a joint venture of Disney-ABC Television Group and Hearst Corporation.
Industry Announcements's article first appeared on OnlineVideo.net