Exchange Wire: European Weekly Round Up
ExchangeWire rounds up some of the biggest stories taking place over the last seven days, and in this week’s edition: WPP takes a chunk of comScore; AOL results prompt mixed response; SpotXchange moves into the Netherlands, and more.
Print goes programmatic
MediaMath and publishing house Time Inc (formerly IPC Media) this week announced plans to make print audience segments available on the former’s digital programmatic marketplace.
The deal sees the last ad formats embrace programmatic technology for the first time. The terms of the agreement will see audience segments, including Women, Men, Lifestyle, Luxury, Business/Finance and Rapid Scale, provide valuable audiences made available via the platform.
To mark the launch of the partnership media agency Haworth, Target is executing a multi-title print ad campaign with Time Inc, 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.
Mark Ford, executive vice president, Global Advertising, Time Inc, said: “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.”