AOL, Rogers Media Strike Programmatic TV Deal

Paves way for targeted, data-focused campaigns across Rogers Media’s portfolio
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AOL said it has teamed up with Rogers Media to launch a programmatic private marketplace for linear TV advertising in Canada.

AOL, which introduced a self-serve programmatic TV product in early April, said the partnership will enable advertisers and ad agencies to buy targeted, data-driven campaigns across Roger Media’s full portfolio. Custom data segments will also be available for purchase programmatically in 2017, AOL said.

“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,” Dan Ackerman, SVP, programmatic TV at AOL, said in a statement. “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,” added Al Dark, SVP, sales, Rogers Media, whose properties span radio, TV, including Rogers Sportsnet and  Sportsnet ONE, publishing, digital media properties, the Toronto Blue Jays and the Rogers Centre.  “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.”

AOL’s programmatic TV work with Rogers Media follows a similar partnership with Multi Channel Network for a pilot in Australia, and a more recent deal with Univision.