AOL, Microsoft Expand Partnership

AOL will assume management and sales responsibility for all Microsoft display, mobile and video advertising inventory in nine markets -- the U.S., Brazil, Canada, France, Germany, Italy, Japan, Spain and the U.K., said a joint news release Tuesday. AOL will represent Microsoft’s online brands like the MSN homepage, Outlook mail, Skype, Xbox and ads in apps, they said. The success of AOL’s One, the first cross-screen programmatic advertising platform with integrated multitouch attribution optimizing campaigns from Web to TV, which launched in April, let AOL take on additional demand and inventory, they said. Under the agreement covering AOL’s expanded partnership with Microsoft, AOL will transition to using the Bing-powered search engine beginning Jan. 1, said the companies. Verizon last week bought AOL (see 1506230044).