Apr
30
AOL Fishes Where TV Dollars Are: Mediaocean
Posted in: Uncategorized
Like a lot of publishers, AOL is showing off a lineup of new programming in hopes of attracting viewers and exciting advertisers.
But AOL’s video chief Ran Harnevo is more excited about something happening behind the scenes. AOL will become the first digital publisher integrated into Mediaocean, the predominant software platform that agencies use to buy TV advertising.
It’s super-technical and back-office, but when media planners allocate money, they use software, and Mr. Harnevo believes the move will allow advertisers to TV dollars to video elsewhere seamlessly, if they choose to do so. More back-office: they are doing it through a video ad server called FreeWheel, which will soon assist other publishers to access Mediaocean software.
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