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AOL Announces Havas’ Affiperf as Charter Global Partner for ONE by AOL
|By Business Wire
|July 28, 2014 12:07 PM EDT
AOL Platforms, a division of AOL, today announced a strategic
partnership with Affiperf, Havas’ global trading desk for programmatic
buying, to deliver the simplicity, efficiency and effectiveness of
automation across the media group’s global footprint.
Affiperf will be a charter customer of ONE by AOL, announced earlier
this year as the first global, cross-screen programmatic advertising
platform for brands, agencies and publishers. Once live in 2015, ONE
will enable Havas’ use of data and technology to create new,
breakthrough models for media transactions, operations and investments
across their countries.
Affiperf’s commitment to ONE as its primary platform builds upon the
vision Havas Group and AOL share around automation. With the growth of
the video RTB environment and, furthermore, of private programmatic
deals, Affiperf estimates programmatic spending will grow to $35 billion
as soon as 2017.
“The media business today is a chaotic endeavor and often means managing
multiple teams, tools and metrics for display, mobile, video and TV,
across screens. Operating through niche offerings and specialized
services is not sustainable for our industry,” said Toby Gabriner, CEO
of Adap.tv and ONE by AOL. “Affiperf and AOL Platforms share a vision of
advertising where direct response and brand budgets can interact
together and where unified, automated platforms drive economic
efficiencies and media effectiveness. We are excited to be working with
Affiperf to continue moving towards that reality.”
Havas and AOL have enjoyed a growing relationship around AOL’s
programmatic technology brands – Adap.tv, AOP and MARKETPLACE – for some
time. Most recently, the agency reiterated its commitment to AOL
Platforms’ programmatic technologies at AOL’s inaugural Programmatic
Upfront in September 2013.
“As audiences fragment ever more their video consumption across content
and device, it is of Affiperf’s duty to account for media efficacy
holistically. Relying on ONE’s technology – in concert with Artemis’ DMP
– we are able to bind together in real-time audiences, inventory and
creative, creating meaningful connections between brands and consumers,”
said Lawrence Taylor, Global Head of Programmatic. “Our first findings
have proven of a significant impact on brand capital by using pieces of
ONE’s stack, but also on key tactical metrics such as viewability, view
rate and engagement levels.”
ONE is being designed to be the first platform that empowers brands and
agencies with a holistic view of the consumer’s journey through the
marketing funnel, and makes that insight actionable, in real-time on the
platform. It is currently in development, purpose-built to be completely
format, screen and inventory agnostic online and offline – from video,
display and TV, to tablet, desktop and mobile devices, to reserved and
non-reserved inventory across any publisher or media source.
AOL Platforms enables the world's top marketers and media brands to
reach consumers across desktop, mobile, tablet and TVs with impact
through premium experiences, programmatic buying and performance driven
campaigns. It is the global partner of choice for leading publishers,
advertisers and agencies seeking to maximize the value of their brands
online. The entities in AOL Platforms include: Advertising.com, Adap.tv,
ADTECH, AOL On, AOP, Convertro, Gravity, ONE by AOL, Pictela and
For more information about ONE, please visit www.aolplatforms.com/one.
Affiperf is a programmatic pure player. It is Havas’ global trading
desk; allowing advertisers to take advantage of the unique opportunity
that programmatic media buying creates. Affiperf offers a global/local
solution by selecting and using the most appropriate and efficient
technologies, data and media providers for each client in every market.
For more information about Affiperf, please visit www.affiperf.com.
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