Jeremy Fass, executive director at Condé Nast, will take on a new role at New York Media: head of programmatic revenue.
“New York Media currently offers programmatic to marketers, but it represents a small percentage of our overall revenue map,” stated New York Media CRO-publisher Avi Zimak.
The company is strengthening is direct and custom-creating ads and sees Fass' hire as an effort to be “best positioned for the ever increasing demand in programmatic,” he added.
Fass will develop and implement a strategy for growing programmatic revenue across the company’s portfolio of digital brands, including NYMag.com, Vulture, The Cut, Daily Intelligencer, Grub Street and The Strategist.
Fass grew the programmatic business at Condé Nast and pioneered new enterprise data partnerships.
Previously, he was a client partner for publisher solution sales at Facebook and director of sales at ad tech software company PubMatic.
After years of rejecting banner ads, BuzzFeed decided last year to run display advertising.
BuzzFeed CEO and founder Jonah Peretti told Business Insider at the time: "Tactically, programmatic has improved in terms of loading times, mobile experience and ad quality — and opens up another way for us to monetize our huge audience. The move also benefits our global strategy by allowing us to generate revenue in markets before we've built business teams to implement native monetization.”
A recent study from Trusted Media Brands Insights Lab found that 36% of advertisers expect the use of private marketplaces and programmatic guaranteed to increase as the U.S. implements GDPR, the new privacy rules that will affect digital sites, brands and ad tech companies that interact with consumers in Europe.
Increased concerns about consumer privacy and data protection have led 55% of advertisers to become more inclined to use private marketplaces and programmatic guaranteed, rather than open exchanges, according to the study.