In a first-of-its-kind deal for AOL, A+E Networks will use AOL’s technology to optimize and personalize ads and content on Web and mobile properties, the companies announced today.
A+E and AOL described the arrangement as “an expansive programmatic and publisher solutions partnership to deliver more personalized user experiences across media and advertising.” They added that the deal “will enable A+E to leverage AOL’s open programmatic platform as a publisher and as an advertiser, with powerful data informing content and personalization.”
Bob Lord, President of AOL, 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 through automation.”
“Added Mel Berning, President and Chief Revenue Officer, A+E Networks: “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. By partnering with ONE by AOL, we extend these opportunities to their client list in an uninterrupted execution.”
The announcement adds: “A+E Networks will use AOL’s technology for both advertising and publishing purposes, optimizing monetization across A+E Networks’ video and display inventory while driving personalization across the networks’ portfolio, which includes A&E, HISTORY, Lifetime, FYI and more. A+E will also tap into AOL’s premium content brands — including Huffington Post, Xbox, TechCrunch, Moviefone and others — to drive awareness and tune-in for their content programming, as well use their own first-party data with AOL’s first party data to better target their intended audiences.”