Time Inc. Joins Dentsu's Addressable Marketplace

The marketplace for premium programmatic advertising is expanding with Time Inc.’s decision to join Dentsu Aegis Network’s Publisher Addressable Marketplace. That gives advertisers scalable access to audiences across its digital portfolio, in addition to those of other premium publishers.

PAM is powered by M1, a proprietary platform for addressable inventory that enables advertising clients to combine their own consumer data with publishers’ to deliver precisely targeted digital ad campaigns.

Dentsu Aegis Network claims PAM offers addressable access via programmatic and guaranteed sales to a total of 225 million unduplicated individual consumers, drawn from the audiences of digital media partners, including AOL, CBS Interactive and Pandora.

For its part, Time Inc.’s digital properties, including sites and apps from flagship titles like Time, People and Sports Illustrated, reach 168 million unduplicated American consumers, accounting for around 70% of the country’s adult population, per data from GfK MRI and comScore.



The company also boasts an audience of 106 million mobile unique IDs, or half of the U.S. mobile population, and claims to reach 51 million U.S. millennials, or seven in 10 of this age group.

Among other benefits, Dentsu touted PAM as a tool for advertisers tackling ad fraud, as well as working to ensure brand safety, while still reaping the efficiency of programmatic sales. The Dentsu Aegis Network includes agencies such as Carat, Dentsu, iProspect, Isobar, Merkle, and Posterscope.

Judith Hammerman, Time Inc. senior vice president for data commercialization and programmatic sales solutions, stated: “Joining forces with Dentsu Aegis Network’s M1 PAM enables us to enhance our people-based targeted offerings and make more data-driven solutions available to a wider advertising audience.”

Time Inc. isn’t the only publisher moving to make more ad inventory accessible via programmatic.

Earlier this month, Concert, a publisher-controlled ad platform owned by Vox Media and NBCUniversal, announced a partnership with programmatic tech and ad marketplace Index Exchange, adding programmatic sales capabilities to Concert’s marketplace for premium digital ad inventory.

Altogether, Vox and NBCU claim that Concert, launched in April 2016, reaches a total audience of more than 200 million people, via channels including NBC News, NBC Sports, Telemundo, E!, Today, Bravo, Vox, The Verge, SBNation, Eater, Curbed and Recode.

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