AOL and Havas are partnering on a programmatic ad-buying service, with Havas trading desk Affiperf using AOL's ONE programmatic platform in more than 100 countries. Marketers will get purchase options in video and mobile units and AOL will take a cut when brands such as Peugeot Citroen use Affiperf. "The market is so fragmented right now, we can only advance through consolidation," said Lawrence Taylor, Havas Media's programmatic chief.

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