Leading agencies revealed for MCN, AOL programmatic TV marketplace

DetailsEditor | 16 June 2015

As programmatic continues to take hold in global online video advertising, AOL Platforms and Australian media firm Multi Channel Network (MCN) have announced partners for their own such private marketplace.

The companies first announced their intention to build and pilot a true programmatic platform for TV, MCN Programmatic TV, in October 2014. Launched in May 2015, MCN Programmatic TV brings together AOL's programmatic platform ONE by AOL: TV, consumer insights with first-party viewing data from 110,000 anonymous homes via MCN's Multiview panel, and access to a range of broadcast linear TV inventory across all day parts. The online video platform is designed to make it easier for planners to drive campaigns against a wide portfolio of broadcast linear channels, including FOX8, FOX SPORTS, The Lifestyle Channel, Sky News, Discovery, Cartoon Network UKTV, E!, NatGeo, MTV, plus many other leading STV brands.

The companies now say that what they have created marks not only a milestone for the global media industry but will also act as a bellwether for how advertisers can access television audiences through the use of data and automation. They have revealed that four agencies have used the platform since the launch four weeks ago, including Dentsu Aegis Network (Carat) and OMD.

"The legacy media model, predicated on the notion that scale equals value, is antiquated and no longer works," commented Doug Ray, global president and US CEO, Carat. Value for our clients today is now measured in agility, powered by data and technology. We believe that the future of media planning and investment will move from reserved inventory to a more agile approach enabled by programmatic, and are committed to leading this transformation with innovative and collaborative partners like AOL."

Added AOL president Bob Lord: "Whatever can be automated will inevitably be automated, especially TV. Data is the main driver of this shift in marketing, and AOL, in collaboration with MCN, has put together the blueprint model for how television will adopt programmatic globally and align digital with TV ... The initiative combines the media, automation and data at scale necessary to drive real value for marketers and a much greater efficiency and yield for TV programmers."