Metro has appointed mobile ad network YOC to handle all its premium mobile inventory sales as it continues to drive its "mobile-first" strategy.
The deal will see YOC sell premium mobile advertising across the Metro mobile portfolio, using standard and HTML5-compatible ad formats.
The move marks the latest step in the newspaper’s “mobile first” strategy, which has seen it launch a responsive design website along with a mobile-centric gaming platform.
Matt Teeman, commercial director at Metro, said it picked YOC for the network’s “excellent” rich media credentials.
“We understand that the mobile market is increasingly fragmented, but also know the high value of mobile inventory to client campaigns. This move ensures that our premium inventory is easily accessible to our clients, helping them exploit this impactful platform,” he said.
Metro.co.uk currently generates more than 10.9m monthly unique visitors, 5.3m of which are UK-based, while more than half its UK traffic comes from mobile devices.
Earlier this year Metro’s product development director Jamie Walters wrote an opinion piece for The Drum looking at the demands publishers face in meeting the needs of an ever-shifting audience.