AOL Brings TV to Its Ad Tech Platform, But Won’t Say Which TV
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AOL says it has begun selling television ads through its programmatic video exchange, Adap.tv as it looks to take a bite out of the $68.5 billion dollar television advertising pie. But there’s only one issue: the company won’t say which networks they’re working with.
Problems sourcing inventory have plagued other digital ad-tech companies,such as Google, which tried,to get into the TV game late last decade. So AOL’s vague description of its partners — it says Adap.tv buyers can reach nearly 100 cable networks but won’t say which ones — raises questions about the initiative.
“We are not publicly providing TV content partner names right now due to ongoing negotiations with these companies,” wrote a company spokesman in an email. “We’ll have more to share in the near future on that, but for now TV inventory with a potential reach of 90 million,households across almost 100 cable networks is an accurate representation.”
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