AOL, Rogers Create Programmatic Market

AOL today said it will partner with Rogers Media to launch a programmatic private marketplace for television. This initiative will let advertisers access linear television audiences with transparency and control through data and automation.

Said Dan Ackerman, AOL SVP of programmatic TV: “With data being the catalyst for change in the TV media landscape, we are experiencing a shift to automation that is happening at an accelerated pace across the globe. This initiative combines the premium TV inventory, intelligent automation, and data at scale necessary to drive real incremental value for advertisers and greater efficiency and yield for TV networks.”

“Delivering innovative and customized brand solutions to our clients is paramount to our business,” said Al Dark, SVP of sales at Rogers Media. “This partnership with AOL will allow us to more strategically leverage data to enhance our platform offerings so we can consistently deliver greater value to our clients.”

The partnership allows advertisers and agencies to perform targeted, data-driven, audience buying across Rogers Media’s full portfolio. Custom data segments will also be available for purchase programmatically in 2017.

“AOL’s partnership with Rogers Media to bring automated, data-driven TV buying to advertisers in Canada is at the vanguard of the evolution of media and technology,” said Joe Strolz, head of Americas, AOL. “This partnership will provide marketers new tools to maximize the value of their TV investments by marrying digital innovation with the best of broadcast media.”

This partnership further extends AOL’s ONE by AOL TV global footprint, which was formally launch in 2014. In 2015, AOL partnered with Multi Channel Network to pilot an integrated programmatic private marketplace in Australia. In 2016, AOL launched ONE by AOL TV self-serve programmatic buying in the US and a strategic partnership with Univision.