• by Ray Schultz , October 17, 2023

The New York Times has reversed its 2019 decision to end open programmatic advertising on its mobile app. 

The Times is reintroducing open programmatic, apparently driven by a desire to boost its digital revenue, according to a report in Insider.

The initial decision to scrap open programmatic in the app reportedly was based on problems with the user experience, including sluggish load times. Also, the Times reportedly sought to focus more on subscription revenue. 

Open programmatic, the technology that allows advertisers to buy ads in real time, remained available on the Times site. It ended in the app in 2020. 

The Times stood to lose single digit millions in revenue from the mobile app cutoff, according to Ad Exchanger.