Tribune will work with digital agency Ntooitive primarily in two capacities: as a technology solution and a consulting practice, Grant Whitmore, chief digital operations officer at Tribune Publishing, told Publishers Daily.
The digital ad agency’s centralized business intelligence solution, N2Hive, has rolled out at Tribune Publishing's nine newspapers.
As a platform vendor, Ntooitive “helps us with all sorts of automation in what is a fairly complex digital ecosystem,” Whitmore said. “We will sell search, we sell social, we sell connected TV, we sell reach. In the past, what that meant for both our planners, as well as our operations team, is a multitude of dashboards and interfaces and reporting suites.”
These functions are now “really easy to see” in one dashboard from Ntooitive’s platform.
“We did not have a comprehensive view of what was happening in campaigns — social over here, reach over here. This technology brings everything together,” he added.
N2Hive will integrate Tribune’s "multiple data sources within the system that will automate workflows, unify buy and sell side ad channels, tighten control of multiple advertising platforms and transform big data into smart data," according to a release.
As a consulting partner, Ntooitive will sit with Tribune Publishing's clients to assist its sales organizations.
Dozens of business intelligence providers were considered before Tribune Publishing chose to work with Ntooitive.
"One of the things any media company is faced with right now is the unbelievable rate of change that is occurring within our industry,” Whitmore said. “That change requires really thoughtful partnership… because we can’t do everything on our own.”
He continued: “Finding nimble companies like Ntooitive are critical for us maintaining or growing our relationship with these customers, some of whom we have worked with for 100 years. If we are not adapting to what is happening in an overall market, we will lose them."
The tech solutions are also a “huge time saver” for Tribune Publishing. They allow the newspaper publishers' sales planners and engineers to "do their job better,” he said.
Ntooitive is now operating at Tribune Publishing’s newspapers, which includes Chicago Tribune, New York Daily News, The Baltimore Sun, Orlando Sentinel, South Florida's Sun-Sentinel, Virginia’s Daily Press and The Virginian-Pilot, The Morning Call of Lehigh Valley, Pennsylvania, and the Hartford Courant.