News America Marketing, a promotional marketing services firm, has announced its foray into programmatic advertising. The company has partnered with OwnerIQ, a digital marketing firm for retailers, to launch its programmatic platform.
OwnerIQ gives News America Marketing data on a claimed 200 million active shoppers, including point of sale data and demographics. The data is used to create audiences that can then be programmatically targeted via digital display.
The partnership is another indicator that marketers are actively bridging the offline and online worlds using programmatic audience targeting.