A+E Networks has struck a deal with AOL that will allow the Disney and Hearst-co-owned networks to use AOL’s programmatic ad platform and other digital publisher solutions. A+E will use AOL’s programmatic platform, ONE by AOL, for display and video ads on its digital properties. They will also use Gravity, AOL’s content recommendation engine for personalized content and ads, on History.com. The deal, however, does not include a TV component at the moment. A+E Networks has agreed to an upfront ad commitment across AOL’s properties including Huffington Post, TechCrunch, Moviefone, and Microsoft’s Xbox.
What Brands Need To Do
This wide-ranging deal includes video, display and personalization elements, and A+E is expected to leverage AOL’s great host content outlets to push for awareness and use their first-party data for improved targeting. Digital advertising continues to move towards programmatic as the platforms and ad tech mature, and this deal shows that the media owners are also fully embracing programmatic ads. Therefore, brands would be wise to consider trying new programmatic solutions to keep up with the industry and achieve improved ad effectiveness through automation.