Havas and AOL are looking for maximixing the impact of advertising in television

AOL Platforms, a division of AOL, announced this week an expansion of its technology partnership with Affiperf, Havas’ global trading desk for programmatic purchase, intending to include television advertising. The announcement was made at the second annual programmatic Presale of AOL, where brands and agencies met to discuss the power of a unified data-centered platform, and the convergence of digital and linear TV.”The old rules of the media do not apply in a world that is becoming increasingly data-driven,” Dan Ackerman, manager of Programmatic TV at AOL Platforms, said. “Havas’ strategy of using technology to discover new marketing opportunities through video channels offers customers greater value and impact of their investments. AOL Platforms, in tune with key customers such as Havas, continues to build the backbone technology of converging media” he added. Affiperf adopted Adap.TV purchase platform to plan, purchase, measure and optimize specific TV advertising campaigns in the United States. As it is an expansion of the current use of digital video platform, it will enable the agency to unify and improve their efforts in terms of Digital TV and ensure a more efficient return on investment for their advertising clients of the world’s leading brands.