By Evan DeSimone
AOL Platforms is teaming up with Dailymotion to give advertisers easy access to the Paris-based video sharing platform’s inventory.
The new partnership will allow advertisers to buy Dailymotion inventory directly through AOL’s recently launched programmatic platform, One by AOL. This is the first time that AOL has offered Dailymotion’s in-stream inventory — a stock which routinely garners 3.5 billion views per month — as part of its multi-screen programmatic marketplace. However, it’s not the first time the two companies have collaborated: AOL and Dailymotion entered into a strategic partnership in 2012. This latest move is an extension of AOL’s push to dominate the programmatic sector with its expansive One platform.
The move is also a key to Dailymotion’s growth plans for growth in 2016. In a statement Chief Revenue Officer Damien Pigasse explained why the company’s AOL partnership was so critical. “Providing demand-side partners with expanded advertising opportunities and solutions is a current priority for Dailymotion. This is reflected in the expanded agreement with AOL Platforms, which makes the complete DMX inventory and audience available to all buyers using ONE by AOL. This new phase in the partnership between AOL Platforms and Dailymotion aims to foster programmatic growth and, above all, fulfill advertisers’ growing need for premium video inventory at scale.”
The addition of Dailymotion to its programmatic inventory further expands the foothold that AOL has been actively building in the sector throughout 2015. From the launch of One to its acquisition of Millennial Media, the one-time dial-up internet king, recently acquired by Verizon, has been working hard to expand its ad service capabilities and network. Dailymotion will give AOL even more stock to play with.