AOL and Dailymotion expand relationship to boost programmatic advertising opportunities

AOL, which has redoubled its online video strategies alongside the launch of its multiscreen automated ad-buying platform ONE, is more tightly integrating with online video provider Dailymotion in an expansion of the relationship the companies have had since 2012.

Under the new terms, Dailymotion's Exchange (DMX), its demand-side ad buying platform, will more tightly integrate with ONE by AOL. Previously, ad buyers could purchase Dailymotion's in-stream inventory through the ONE platform. Now, the two companies have increased the services available to buyers, giving them more accurate targeting via DMX first-party data, as well as capability to buy in real-time including bidding in open auction or creating private marketplace deals.

Dailymotion and AOL are using an OpenRTB integration which facilitates secure server-to-server communication.

"Providing demand-side partners with expanded advertising opportunities and solutions is a current priority for Dailymotion," said its Chief Revenue Officer, Damien Pigasse. "This is reflected in the expanded agreement with AOL Platforms, which makes the complete DMX inventory and audience available to all buyers using ONE by AOL. This new phase in the partnership between AOL Platforms and Dailymotion aims to foster programmatic growth and, above all, fulfill advertisers' growing need for premium video inventory at scale."

AOL's advertising ambitions have kicked into high gear since the company's acquisition by Verizon earlier this year. In an interview with VideoInk, Jack Bamberger, SVP and global head of agency development, said that the company has shifted its strategy for attracting advertisers, "doubling down on online video across our complete network of owned and operated properties."

He cited AOL's purchase of Millennial Media and the rollout of Verizon's Go90 mobile OTT video service as big areas of investment by the company, as well as its live-streaming initiative, LIVE by AOL. "As these trends continue to pick up speed, there is an opportunity for brand advertisers to tap into the power of data and programmatic platforms to create truly compelling, creative advertising solutions that resonate with the right audiences at the right time," Bamberger said.

For more:
- see the release
- see this VideoInk article

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Striking a balance between advertisers and OTT viewers requires holistic thinking
Google, Yahoo, AOL go head-to-head with new platforms, strategies
Programmatic ad revenue hit $10.1B in 2014, but lack of inventory holds back video ads

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