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AOL Buy Adds Further Cross-Platform Analytics Clout

May 22 2014

Venerable online giant AOL has announced the acquisition of TV audience targeting provider PrecisionDemand, via its Adap.tv division, as it looks to strengthen its offer to marketers looking for cross-platform reach and measurement. Terms of the deal were not disclosed.

Just two weeks ago, AOL acquired attribution modeling and marketing analytics technology specialist Convertro, in a deal valued at approximately $101m.

The latest buy, PrecisionDemand, combines and matches clients' own first-party data with a number of third-party sources, as well as census-level set-top box audience data. AOL says the disconnect between TV and digital advertising, and their measurement, presents growing challenges for its clients, and that the acquisition will allow it to integrate coverage of all screens and aid the development of precise audience segments. PrecisionDemand's technology and targeting patents will become part of Adap.tv's programmatic buying and selling platforms and, eventually of AOL's ONE platform.

AOL bought Adap.tv last year for $405m, and has since announced a deal with Mediabrands Magna Global - part of Interpublic - establishing it as a core element in the latter's TV audience-buying platform.

Toby Gabriner, CEO of Adap.tv and ONE by AOL said in a blog post: 'With PrecisionDemand now on board at AOL, we are greatly accelerating our efforts in creating the platforms needed to manage today's multiscreen video world, through Adap.tv today, and soon through ONE by AOL. The opportunity here is immense; we at AOL have built and collected the assets to take advantage of it, and I am excited by the challenge of unlocking our potential.'

Web sites: www.adap.tv and www.precisiondemand.com .

All articles 2006-19 written and edited by Mel Crowther and/or Nick Thomas.

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