A little over one month after Evan Adlman joined Condé Nast to lead its programmatic push, the high-end magazine publisher has unveiled a suite of new programmatic sales capabilities at a meeting with media buyers on Wednesday, according to Ad Age, which first reported the news.
The new products augment the publisher’s current programmatic capabilities, centering on its “Premium at Scale” service, which allows marketers to target CN’s online audiences using demographic and contextual data through an automated interface. With the new products, media buyers will gain access to more inventory as well as custom segments based on the publisher’s own first-party data.
The publisher will also offer programmatic executions linked to specific events for increased contextual relevance. It is also introducing audience extension, with the option of reaching a specific consumer segment with additional reach outside the company’s own network, all executed through a single programmatic buy.
The company’s existing programmatic options have met with an enthusiastic reception among advertisers. In December Condé Nast Digital revealed that its revenue grew 40% year-on-year, due mostly to strong growth in programmatic and creative solutions.
The new products were introduced by Condé Nast Entertainment chief revenue officer Lisa Valentino and Adlman, whom she brought on board last month to lead the programmatic expansion. Adlman previously served as vice president, publisher development, Americas at PubMatic, where he led the teams responsible for implementing programmatic technology and strategies for top publishers.
Looking ahead, Adlman tells Ad Age that this year CN will focus on expanding programmatic capabilities in areas like native and video advertising.--