• by Erik Sass  @eriksass1, February 11, 2015

The new private marketplace allows advertising clients and agencies to buy digital ads across the company’s portfolio of over 60 automotive, action sports and motor sports Web sites.

Capabilities include direct order automatic and real-time bidding. Together, TEN’s Web sites reach 55 million visitors per month, according to the publisher.

TEN is also integrating audience segmentation tools with technology provided by Krux, which tracks audience online activity to uncover behaviors relevant to advertisers.

In launching the new programmatic marketplace, TEN also announced the appointment of Dana Caputo as director of programmatic ad operations. She previously served at SpotXchange, where she led its video private marketplace services and a number of major DSP accounts.

TEN’s titles include well-known automotive enthusiast magazines like Automobile and Motor Trend. The company was formed when Source Interlink Media closed about a dozen smaller publications and rebranded the remaining portfolio as TEN: The Enthusiast Network.

The company is joining a growing list of magazine publishers launching private exchanges for online advertising, and now print. Last year, Time Inc. partnered with Google’s DoubleClick Ad Exchange to launch a global programmatic advertising sales platform called the Time Inc. Global Exchange.

This week, Time Inc. announced a new collaboration with MediaMath that will make print magazine audiences available to advertisers using its programmatic marketplace as well.