AOL, Publicis Group Expand Partnership Into Programmatic Video

Agencies can tap into premium reserve and private marketplaces

AOL and Publicis Groupe said on Monday that they are expanding their six-year partnership into programmatic video and linear TV. The move will give VivaKi and all agencies under the Publicis umbrella greater access to AOL's premium reserve and private marketplaces, as well as non-reserved video environments.

"AOL is transforming as a company and as a partner into a programmatic advertising platform, and today's announcement is another big step in our strategy. Publicis is a global leader in digital advertising, and we are excited to advance our global partnership into video and linear TV on the ONE by AOL platform," said AOL CEO Tim Armstrong in a statement.

Publicis' video spend has increased as more viewers migrate to devices, reflective of an industry trend that shows digital video is growing 30 percent to 40 percent a year, per eMarketer. AOL and Publicis joined forces by creating PAL (Publicis AOL Live) in July 2013 with a goal of being the first "global live advertising partnership in today's multi-screen marketing era."

PAL is co-managed by a joint holding company with employees from both AOL and Publicis. It also helps advertisers and publishers with content creation within AOL's network of brands and partners, which reaches more than 223 million consumers, in addition to providing real-time consumer connection tools and metrics, plus distribution on mobile, tablet, desktop and smart TV platforms.

"We have developed a very strong partnership with AOL under the leadership of Tim Armstrong and are extremely pleased with the outcomes for our clients. This new step will further enhance our ability to better serve our clients in the very important growth area of video. Our clients will benefit first-hand from the innovations created by AOL," Publicis Groupe chairman Maurice Lévy said in a statement.