AOL announced that it has formed a new programmatic and publisher solutions partnership with A+E Networks that will enable the latter to leverage AOL's programmatic platform as a publisher and as an advertisers.
AOL describes it as a first of its kind partnership for the company.
A+E will use AOL's tech to optimize its monetization across its video and display inventory and drive personalization across its portfolio, which includes A&E, HISTORY, Lifetime, FYI and more. It will also utilize AOL's premium content brands including Huffington Post, Xbox (presumably AOL On), TechCrunch, Moviefone, etc. to drive awareness for its content programming. It will also use its own first-party data along with AOL's to improve targeting.
AOL President Bob Lord said, "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. A+E Networks has been a first-mover in that regard, and we look forward to working with them to deliver increased revenue opportunities and scalable technologies."
"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," added Mel Berning, President and Chief Revenue Officer at A+E Networks. "By partnering with ONE by AOL, we extend these opportunities to their client list in an uninterrupted execution."
The partnership includes video, display, and personalization components as well as an upfront ad commitment. AOL has set aside premium video and display ad inventory across mobile and desktop for A+E Networks programming.
Image via A+E Networks