• by Tyler Loechner  @mp_tyler, February 11, 2015

The Enthusiast Network (TEN), formerly Source Interlink Media, on Wednesday announced it has opened up its inventory to private marketplaces, giving advertisers and agencies a way to programmatically buy inventory across its network.

The company has named Dana Caputo director of programmatic ad operations. She will oversee the company’s entry into programmatic ad trading.

TEN publishes MotorTrend Magazine, Hot Rod, Automobile, Surfer, GrindTV and TransWorld, and says it has over 60 automotive and action sport Web sites that collectively see over 55 million visitors per month.

TEN has partnered with Google Ad Exchange and Rubicon Project to create a “programmatic direct” offering that will allow buyers to use automation software to buy inventory directly from TEN. The network will also sell some inventory via real-time bidding (RTB) through a private marketplace.

“The launch of our programmatic offering improves the capability of our advertisers," stated Eric Schwab, TEN’s EVP of sales and marketing.

TEN has also partnered with Krux, a data management firm, to give marketers seeking to buy TEN’s inventory “audience discovery tools.”

Caputo was formerly at SpotXchange, a large programmatic video ad marketplace. She also previously worked at Conde Nast Media Group, per a release.