AOL bolsters TV and video with PrecisionDemand acquisition
| 22 May 2014
As it continues to build its platform capabilities around TV and digital video, AOL has announced that its Adap.tv division has acquired PrecisionDemand.
Explaining the rationale for the move, the online video monetisation firm said that as viewers continue to migrate across more screens and platforms – whether it is a PC, a smartphone, a tablet, connected TV, Xbox, or broadcast/cable TV – the ability for marketers to reach, engage and measure advertising against those audiences has become more challenging. Indeed it believes that these challenges have become harder when considering the silos separating TV and digital advertising.
To address this issue, and complementing its addition of linear TV to its programmatic buying platform earlier in 2014, says that by buying PrecisionDemand it can provide marketers the best of both TV and digital, offering the ability to transact against traditional age/gender demographics, and automatically optimise ad spend using customised, more precise audience segments across all screens. PrecisionDemand will be Integrated into Adap.tv's programmatic buying and selling platforms and, eventually, ONE by AOL. It will be presented as a key component of the company's TV targeting, attribution and optimisation technology.
"The advent of new screens and viewing platforms has necessitated automation technologies that can effectively use data to better plan, reach and measure those fragmented audiences and tie publishers' and marketers' efforts across TV and digital together," commented Toby Gabriner, CEO of Adap.tv and ONE by AOL. "With PrecisionDemand now on board at AOL, we are greatly accelerating our efforts in creating the platforms needed to manage today's multiscreen video world...The opportunity here is immense; we at AOL have built and collected the assets to take advantage of it, and I am excited by the challenge of unlocking our potential."