AOL Debuts A Self-Serve TV Ad Platform, Signs On Omnicom Group
Summary
“We have access to a high volume of consumer transactions across desktop and mobile,” Dan Ackerman, SVP of programmatic TV at AOL. “We started to develop this a long time ago at Adap.tv and when we acquired PrecisionDemand, we were really focused on data activation, planning, targeting and attribution,” Ackerman said. AOL’s self-serve platform lets buyers set their campaign flight dates, spot lengths, budgets, targeting parameters and programming selections (e.g., pull back on networks where an advertiser already has an upfront sponsorship). “An advertiser can build custom segments based on its own first-party data and we can append Nielsen and custom Rentrak, Polk, Shopcom, MRI Fusion [and] Acxiom Personicx segments.” It powers a bidirectional order-sync between the supplier’s traffic and billing system and STRATA or Mediaocean on the buy side, so programming data and avails remain updated. Because Webspike is baked into AOL’s self-serve TV platform, the system could essentially confirm a spot time and then analyze a two-minute window to see how much visitation it drove to a site.