AOL and Australia’s MCN pilot first programmatic marketplace for TV | M&M Global

AOL and Australia’s MCN pilot first programmatic marketplace for TV

Australian media sales company Multi Channel Network (MCN) is teaming up with AOL to launch what it claims is the world’s first integrated programmatic private marketplace for TV.

MCN AOL

It will allow advertisers and agencies to perform targeted, data-driven, audience buying campaigns across 70 subscription channels from Viacom, Discovery, BBC, NBCUniversal and Fox.

The marketplace will be powered by AOL Platform’s Adap.tv programmatic video platform, using MCN’s Multiview TV audience measurement panel.

The announcement was made this morning (31 October) by MCN, a joint venture between Foxtel and Fox Sports, at the annual upfront event in Sydney.

Dan Ackerman, head of programmatic TV, AOL Platforms, said: “Australia is a burgeoning market that has been ahead of the programmatic trend, particularly in video.

“MCN fully understands the shift occurring in our industry and, through our partnership with them, is putting a stake in the ground as a leader in moving the TV industry forward towards its inevitable converged future with digital through data-driven audience buying.”

MCN group sales and marketing director Mark Frain added: “More than two years of industry research and consultation tells us automation and programmatic TV are exactly what the Australian TV industry needs to stay relevant in this digitally driven environment.”

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