The first iteration of this initiative will be conducted with US retailer, Target. Time Inc. says a multi-title print ad campaign will be executed, purchased exclusively using programmatic technology.
In addition to enabling buying of print audiences via a digital platform, marketers will also be able to target digital ads to those audiences, across programmatic display. The offering comes with post-campaign measurement powered by AdMeasure.
“We’ve seen growing demand from our ad partners for a more automated and efficient process across the board, and that extends to print,” said Mark Ford, executive vice president, global advertising, Time Inc. “We view this as a natural evolution of how we conduct business with our advertisers, and allows them scalable, turnkey access to engaged audiences across our brands, regardless of the platform. Our Programmatic Print offering is a powerful complement to the way digital advertisers are currently buying, while providing audience segments that are consistent across both print and digital.”
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