AOL Platforms, a division of AOL, and Multi Channel Network (MCN), the Australian media advertising company, have launched a programmatic private marketplace for TV.

“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,” said Bob Lord, President of AOL. “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.”

“In effect, through our trading platform, advertisers now have the same rich view of a customer’s journey experienced when booking web-based video,” said Mitch Waters, Managing Director, AOL Platforms, ANZ. “It’s an exciting development.”

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 full range of broadcast linear TV inventory across all dayparts.

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