BT has selected AD2ONE and Google to supply the digital advertising sales and adserving technology and programmatic trading for the new look BT.com and BTSport.com launches this summer.
Google’s ad platform DoubleClick for Publishers (DFP) will sit at the heart of BT’s ad operations with its inventory to be made available to programmatic trading through the Google DoubleClick AdExchange.
AD2ONE has been tasked with extending relationships with agencies and advertisers to deliver bespoke, premium, advertising inventory sales and placement for BT. A dedicated team is set to handle the likes of homepage takeovers, site sponsorship, and advert on the BT email login pages.
The appointment follows BT’s decision to award its TV ad sales contract for its new sports channels to Channel 4.
Nick Wong, director of online for BT Consumer, commented: “This partnership will deliver truly innovative and unique advertising placements for brands across our new websites.”
Google and AD2ONE have also been briefed to provide technology and support that will enable programmatic buying and premium ad sales, allowing for real time media buying.
AD2ONE group MD, Grant Allaway said: “AD2ONE has been appointed to maximise the value of BT’s online assets working in tandem with Google. It’s a unique partnership."
Allaway added the deal showed how businesses can now "unlock the value from all their platforms using contextually relevant display, video, and mobile advertising in tandem with programmatic buying.”