AOL Strikes Multi-Service Deal With A+E Networks For Ads And Technology

A+E Networks has committed to an upfront video and display ad buy and ONE by AOL technology will power programmatic on A+E Networks digital and mobile properties.

Ginny Marvin on December 3, 2015

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AOL has struck a deal with A+E Networks on both an ad technology and advertising fronts.

A+E will use AOL’s programmatic platform, ONE by AOL, for display and video ad targeting and delivery on A+E Network digital properties. The company will also use AOL’s content recommendation engine, Gravity, for delivering personalized content and ads on History.com.

“With consumers driving media transformation today, it’s become that much more important for publishers to deploy technology and data in new ways to offer unique, personalized experiences to their audiences,” said Bob Lord, President of AOL. “A+E Networks has been a first-mover in that regard, and we look forward to working with them to deliver increased revenue opportunities through automation.”

Mel Berning, President, Chief Revenue Officer of A+E Networks said, “A+E Networks has brought a level of flexibility to the market by affording advertisers and agencies the ability to use advanced tools and software that create more dynamic campaigns based on optimization and targeting capabilities. By partnering with ONE by AOL, we extend these opportunities to their client list in an uninterrupted execution.”

The deal also includes an upfront commitment by A+E for reserved premium video and display ad inventory on AOL’s properties, including Huffington Post and TechCrunch as well as Microsoft properties such as Xbox. AOL took over ad sales on Microsoft properties earlier this year. Ads will promote channel content on A&E, History, Lifetime and other A+E Networks channels.

Terms of the deal were not disclosed. This is the first multiple-service deal of its kind for AOL, which was recently acquired by Verizon.

About The Author

Ginny Marvin

As Third Door Media’s paid media reporter, Ginny Marvin writes about paid online marketing topics including paid search, paid social, display and retargeting for Search Engine Land and Marketing Land. With more than 15 years of marketing experience, Ginny has held both in-house and agency management positions. She provides search marketing and demand generation advice for ecommerce companies and can be found on Twitter as @ginnymarvin.