AOL launches programmatic TV buying platform

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.”

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