AOL and ROIx have announced a partnership that will see ONE by AOL launch in Brazil. ONE by AOL, which was formally known as Adapt.tv, is AOL’s unified video component that allows advertisers to optimize campaigns across screens and inventory. Backed by ROIx, which is Brazil’s biggest first party data network, ONE by AOL will allow advertisers and publishers in Brazil to create video ad marketplaces and programmatically trade video inventory. “Strong business relationships are essential in order to operate in Brazil and working with a local network of ROIx’s caliber gives us a solid foothold in this growing market” said the head of programmatic demand at AOL, Phil Duffield.
The partnership will grow ROIx’s programmatic ad offerings, which for the first time will see the Brazilian company add video to its display. In return, ONE by AOL platform will integrate vast data sets provided by ROIx to enable advertisers to leverage sophisticated segmentation and targeted ad buys. Y&R, DM9, JWT, HAVAS and FCB Brazil are some of agencies that ROIx has as clients. The company has also worked with brands like Unilever, Toyota, CVC, Samsung, and Multiplus. ROIx also has agreements with publishers like Yahoo, Rubicon Project, IG, R7 and MSN.
Recognizing the AOL advantage, the CEO of ROIx, John deTar noted that Brazilian operators prefer working with partners, who provide quality services to avoid overreliance of internet behemoths. deTar said that AOL’s unified solution “makes it straightforward to direct marketing investment to the most effective channel in real-time, on a campaign by campaign basis.”
ROIx has the unique opportunity to leverage support from Casa Bahia, a leading retail chain in Brazil, which is owned by ROIx’s major shareholder and businessman Raphael Klein. Brazilian digital ad spend is projected to exceed $3 billion in 2015. Brazil has about 65.7 million unique desktop video viewers, who on average spend 11.5 hours viewing online video content, which promises good times ahead.
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