Telegraph Media Group, Time Inc. and Dennis Publishing are just some of the media owners hoping to woo marketers with the prospect of being able to find and buy premium inventory through the hub.
It marks the first time UK publishers have united their inventory to provide a scalable way of selling programmatic and takes inspiration from a model used in France since 2012. Online advertising platform AppNexus was unanimously selected by the project’s steering committee to oversee the marketplace alongside a manager and operations team.
The alliance aims to quell publisher concerns that, as more digital media is traded programmatically, they need to offer buyers a carefully curated, brand-safe, and context-rich inventory and audiences at scale. With marketers hopefully employing more sophisticated programmatic strategies through the alliance, the ambition is that they start to see it as a premium brand building solution rather than just a cost-effective one.
There has always been the expectation that programmatic would be a platform for both performance and branding. However, branding budgets have not been traded programmatically to date though this may be due to the lack of premium inventory made available.