AOL has been methodically expanding One by AOL, its unified programmatic platform, since its launch in April 2015. Still, this might qualify as the platform’s biggest breakthrough to date: Ahead of the 2016 TV Upfronts, AOL has launched a new self-serve programmatic buying platform for linear TV ad inventory. The new One by AOL: TV module debuts with the ad agency Omnicom Media Group as its exclusive launch partner. So when it comes to programmatic TV, are we moving closer to mass adoption? “When tools go from managed service to self-service, it’s an indication that ad buyers are becoming much more sophisticated and going beyond the testing phase,” Dan Ackerman, AOL’s SVP of Programmatic TV, told Cynopsis Digital. “In the U.S., I would still call it early days for programmatic TV, with greater adoption forthcoming as buyers grow familiar with the benefits. If you look at more mature markets, we see this model having really taken hold. For example, our programmatic initiative in Australia with MCN, which reps 80-90% of the pay TV market, has really taken off, with the amount of TV sold programmatically growing from 1 to 5% between when we launched in the spring of last year to the end of the year. A 4% increase may seem small, but, from a revenue POV, it’s sizable growth. If a similar pattern emerges in the U.S. – which the new buying module and our overall TV platform are helping to drive – 5% of the market would be nearly $4 billion in revenue.”
In the latest Discovery shuffle post-Scripps acquisition, Jane Latman is new GM at Travel Channel, reporting to Henry Schleiff. Latman also will continue to serve as EVP, development and research, for Investigation Discovery and American Heroes Channel, and GM of Destination America.
Using science as the foundation for stunts and practical jokes, SciJinks, the new science prank show hosted by Johnny Galecki, will premiere Wednesday, May 16 at 10p on Science Channel. Galecki, along with science “prankologists” Tamara Robertson and Jason Latimer, test out science on unsuspecting marks, drawing from chemistry, physics, technology, engineering and more.
Amazon Prime Video continues to bolster its sports rights portfolio, locking in a deal with the USTA to snag the exclusive live telecast rights to the US Open Tennis Championships for the United Kingdom and Republic of Ireland. The five-year agreement, which begins with the 2018 US Open, will bring live and on-demand content to […]
Armed with its new Thursday Night Football package, FOX kicks off its coverage of the regular season with Week 1 as a national weekend on Sept. 9 pitting the Cowboys/Panthers and the Seahawks/Broncos at 4:25p while Thanksgiving will see the Redskins/Cowboys on the channel. This year’s Thursday Night Football package on FOX begins in Week […]
CBS renewed 11 more series for the 2018-19 season, for a total of 17, including the entire Tuesday and Friday night lineups. Coming back are Blue Bloods, Bull, Hawaii Five-0, Madam Secretary, MacGyver, NCIS: Los Angeles, NCIS: New Orleans, Survivor, The Amazing Race, 48 Hours and 60 Minutes.