AOL Platforms and Australian TV network Multi Channel Network (MCN) have struck a deal to pilot an integrated, private programmatic marketplace for TV advertising.
The partnership, which the companies have claimed is a first for the media industry, will mean advertisers and agencies can run targeted, data-driven audience buying across 70 subscription TV channels including BBC, Fox Sports, Sky News, NBC Universal and Viacom.
The deal will see the $4bn Australian TV industry move closer towards a unified ad sales approach across TV and digital screens, and will be powered by Adap.tv technology, which AOL acquired for $405m last autumn.
AOL Platforms head of programmatic TV Dan Ackerman said Australia is a “burgeoning” market that has been ahead of the programmatic trend, particularly in video.
“MCN fully understands the shift occurring in our industry and, through our partnership with them, is putting a stake in the ground as a leader in moving the TV industry forward towards its inevitable converged future with digital through data-driven audience buying,” he said.
MCN Group sales & marketing director Mark Frain added that the collaboration marks a "profoundly exciting” move and will create “brilliant” opportunities for its agency partners and advertisers.
“The marketplace will fully integrate into MCN’s trading platform delivering on MCN’s broader vision to unite the power of video content, across linear TV and online and to make MCN a truly data led media company.
“More than two years of industry research and consultation tells us automation and programmatic TV are exactly what the Australian TV industry needs to stay relevant in this digitally driven environment,” he said.
The marketplace will be powered by Adap.tv and will leverage MCN’s Multiview data, Australia's largest TV audience measurement panel comprising 110,000 anonymous homes.
The Drum understands the Adap.tv technology is established enough in the UK to provide the same capability across linear TV platforms, should the demand arise.