A&E, Microsoft Forge Ad Deal

AETN is latest national cable network to use Microsoft's Admira marketplace to sell audience-optimized television advertising inventory

April 1, 2010

1 Min Read

NEW YORK and REDMOND, Wash. -- A&E Television Networks (AETN) and Microsoft Corp. today announced an agreement in which AETN will use Microsoft's Admira television marketplace to help optimize sales of its inventory on Bio, History International and History en Espanol channels starting in April 2010.

Through the use of aggregated, anonymized cable and satellite set-top box viewership data, Admira will help advertisers and agencies find the right audiences at the right times across participating AETN programs. Admira will enable advertisers and agencies to segment their advertising buys simply and effectively to better maximize campaign objectives. In addition, AETN's sales force will use Admira as an accountable planning, reporting and verification tool to construct customized media plans.

"The addition of AETN channels to our growing footprint further validates not only Microsoft's Admira television marketplace, but also the use of anonymous, set-top box data to substantiate the audience value of television inventory on a national scale," said Scott Ferris, general manager of the TV/Video Business Group, Advertiser and Publisher Solutions at Microsoft. "Programmers recognize that data-driven, audience-centric media buying can help them better monetize their inventory and deliver increased value to advertisers and agencies. Television is an increasingly important part of Microsoft Advertising's vision to help advertisers and publishers engage with consumers on any screen, anywhere, at any time."

Microsoft Corp. (Nasdaq: MSFT)

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