In addition to selling UMG's UK sites, Ad2one has also been charged to sell UK inventory across the group's raft of US artists' sites.
Ad2one's remit will see the agency selling standard online advertising and sponsorship deals as well as developing more integrated campaigns for advertisers.
"We are in a unique position where we can give our users access to exclusive and premium content across a range of different music genres. We are keen to work with advertisers that want to capitalise on this," said Emma Trant, Universal Music's UK head of advertising and sponsorship.
The Universal Music Group claims to own the most extensive catalogue of music in the industry, which is marketed through two distinct divisions, Universal Music Enterprises (in the U.S.) and Universal Strategic Marketing (outside the U.S.). Universal Music Group also includes eLabs, a new media and technologies division, and Global Digital Initiatives.
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