Univision Offers Advertisers AOL Self-Serve Module for Data-Driven TV Ad Buys

Univision Communications said it's partnering with AOL to provide a data-driven, self-serve module to support the Hispanic broadcaster's linear programmatic TV ad buys. The module -- called "ONE by AOL: TV" -- would "provide advertisers access to premium TV inventory, including new fall programming, at scale," Univision said Monday in a news release. Advertisers would be able to produce a media plan within the "platform that takes into account real-time audience attributes and campaign learnings beyond traditional TV buying metrics," the broadcaster said. As a result, advertisers would be able to better "plan, purchase, and measure" their investments, Univision said. “Data-driven buying lets clients tap into our engaged, exclusive audience in a more targeted way, leveraging our premium programming and new shows in each content vertical and on all platforms," said Keith Turner, Univision advertising sales and marketing president, in the release. The module will be available to advertisers in Q4, the broadcaster said.