AOL Debuts TV Targeting and Analytics Platform

Online news and content provider AOL has launched a targeting and analytics platform, helping advertisers and agencies make best use of TV ads to reach specific audiences. The new system will be integrated with AOL's data management platform ONE.

ONE offers brands and agencies a holistic view of the consumer journey, by tapping into various sources including the marketer's own data, AOL's, and that of third parties. The new TV targeting and analytics technology will draw on this to allow marketers to use their own first-party data for targeting, planning, optimization, measurement, and attribution across all TV media environments. The system also offers a proprietary viewership scoring metric called tRatio, which uses a multidimensional comparison across hundreds of psychographic, purchase behavior and interest attributes to identify how closely targeted each network, daypart and program is to the marketer's target audience.

The new platform can also be used to create anonymized customer profiles from advertisers' first-party data and then automatically compare them to audience profiles for more than 400,000 TV program airings.

Commenting on the launch, Dan Ackerman (pictured), Head of Programmatic TV at AOL Platforms, said: 'Television is the next frontier of the digital revolution - programmatic is spurring on this shift and offering greater intelligence about and visibility into the massive audiences that TV continues to attract. Marketers are now able to unify and synthesize data, use it to more precisely target advertising against TV media, and increase the value of their TV investments.'

Web site: www.aolplatforms.com .