Advertising technologies continue to blend the digital and physical worlds. The most recent example of this trend is Time Inc.’s decision to expand its “programmatic print” offering by adding a dozen new print audience segments available for targeting via a demand-side platform (DSP) -- MediaMath.
This type of technology calls into question the use of the word “programmatic,” which has become somewhat of an umbrella term for all things automated. The Time-MediaMath partnership automates several parts of the print ad-buying process, yes, but there is no real-time bidding (RTB) involved.
It’s more akin to a “programmatic direct” partnership, but instead of buying digital ads through a platform, advertisers are buying print ads. It's an expansion of the application of ad tech -- an expansion from digital (MediaMath) to physical (Time Inc.'s magazines).
Last week also saw Sito Mobile partner with data on-boarder LiveRamp to let brands use their offline CRM and sales data for mobile app targeting. Additionally, IPG’s trading desk, Cadreon, stuck a deal with Rocket Fuel to make offline data sets available to digital marketers.
These data-focused partnerships come as marketers continue to be drawn to the promise of running programmatic cross-channel campaigns. But in order to effectively run such campaigns, marketers need data that stretches across channels, screens and, apparently, dimensions.
The Time-MediaMath partnership shows that the offline-online link goes both ways. Partnerships such as Sito Mobile’s with LiveRamp, or Cadreon’s with Rocket Fuel, are about bringing offline data to digital marketers. But the Time-MediaMath offering revolves around digital marketers using data to buy offline ads.