AOL And Dailymotion Extend Programmatic Partnership
The expanded deal gives ONE by AOL advertisers direct access to all Dailymotion Exchange inventory and targeting capabilities.
AOL Platforms and Dailymotion Advertising have expanded their relationship to enable ONE by AOL users to buy in-stream ad inventory on Dailymotion directly through AOL’s DSP.
The announcement builds on a partnership struck in 2012 between the two companies which, in part, gave select buyers access to some private marketplaces on Dailymotion Exchange (DMX), the video platform’s premium video marketplace.
With this latest phase of the partnership, “the complete DMX inventory and audience [will be] available to all buyers using ONE by AOL,” Damien Pigasse, chief revenue officer at Dailymotion, said in a statement. “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.”
Paul Duffield, senior head of advertising at AOL International, said, “Expanding the amount of premium inventory available to advertisers working with AOL is always high on our agenda. The expanded agreement with Dailymotion, already a trusted partner, is therefore a key move, not least because the data available via DMX supports highly-targeted campaigns.”
The OpenRTB integration with ONE by AOL gives buyers access to global DMX inventory across devices, including mobile, desktop, game console and connected TV. Advertisers also have access to targeting capabilities enabled by DMX first-party data.
AOL One advertisers can buy inventory via open auctions or through private marketplace deals on DMX.
Dailymotion announced a similar integration with MediaMath in October 2015.