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Condé Nast partners with RadiumOne to unite programmatic and native advertising

Condé Nast has partnered with programmatic advertising firm RadiumOne to pull programmatic technology and its native advertising approach closer together.

The publisher hopes the deal will provide more attractive sponsorship options by combining its audience data and programmatic targeting to deliver specific and relevant audiences for promotional content.

Commenting on the deal, Jamie Jouning, publishing director of Glamour and previously director of Condé Nast Digital, said the "programmatic native" approach to content sponsorship would help it gauge deeper understanding of how its audience engages with content while harnessing additional data.

“This will provide Condé Nast’s clients with an innovative opportunity to build relationships with users by delivering content at scale in real time – increasing engagement and awareness,” he added.

RadiumOne’s commercial director in Europe, Abeed Janmohamed, believes this will help push publishers to “the front of the programmatic curve”.

“We’re championing the idea of programmatic native and enabling publishers to package up their content by effectively taking an advertorial mould, taking the content they create on behalf of a brand or content they’ve already created which a brand is sponsoring, packaging that up into an ad unit that might have a social feed in it, a content feed or a competition, and essentially creating an engaging content experience for the user,” Janmohamed told The Drum.

“So it could be, for example, Summer Days Out With Volvic on Vogue. That would involve specific content for Volvic that lives on Vogue and is consumed on Vogue, but there are also a number of users who consume Vogue content elsewhere across the web, so the idea behind programmatic native is taking that content that Volvic is sponsoring, pushing it into an ad unit and taking that content to the users wherever they are across the web.”

Before joining RadiumOne, Janmohamed spent years on the publishing side of the business through time at ESPN in Europe and as Trinity Mirror’s first digital commercial director.

“I know the challenges that publishers have and I always say if I knew then what I know now we’d probably have made five times more revenue because the reality is that publishers have multiple touch points to their consumer, and their content’s consumed not just on their site but elsewhere. Publishers were initially apprehensive about letting their content be shared and consumed off-site, we had that ‘if we build it, they will come’ mentality.

“What we’re doing is taking that mentality and saying look, content will be shared, users are everywhere and they’re always on, let’s package up content and enable the brands that we work with to reach those users in real time wherever they are with our content.”

While publishers have so far found programmatic difficult to monetise because the process often leads to inventory being sold at rock bottom prices, Janmohamed said that introducing native to the process would give publishers more weight.

“This definitely gives them the ability to charge more, a higher CPM for their audience on-site, their inventory off-site or elsewhere across the network.

“First and foremost this is enabling Condé Nast to monetise their entire audience.”

Janmohamed cited Red Bull as an example of a brand that had built a business around content through enabling content distribution and allowing content space to be shared.

“This is essentially taking the same premise, but taking that content, powered by the advertiser, to consumers wherever they are.”

Condé Nast has spent the last couple of years reinvesting print profits into expanding digital operations

Featured by The Drum