A week after AOL announced that it is to trade all of its reserved online inventory programmatically, AOL Platforms is forming a strategic partnership with Havas’ global trading desk for programmatic buying.
Havas’ Affiperf will become a charter customer of ONE by AOL, which was announced earlier this year as the world’s first cross-screen programmatic platform for brands, agencies and publishers.
Once live in 2015, ONE is expected to enable Havas’ use of data and technology to create “new, breakthrough models for media transactions, operations and investments.”
Commenting on the move, Toby Gabriner, CEO of Adap.tv and ONE by AOL, said: “The media business today is a chaotic endeavour and often means managing multiple teams, tools and metrics for display, mobile, video and TV, across screens.”
“Operating through niche offerings and specialised services is not sustainable for our industry. Affiperf and AOL Platforms share a vision of advertising where direct response and brand budgets can interact together and where unified, automated platforms drive economic efficiencies and media effectiveness.”
Lawrence Taylor, global head of programmatic at Havas, added: “As audiences fragment ever more their video consumption across content and device, it is of Affiperf’s duty to account for media efficacy holistically.
“Relying on ONE’s technology – in concert with Artemis’ DMP – we are able to bind together in real-time audiences, inventory and creative, creating meaningful connections between brands and consumers.”
