Time Inc, publisher of titles including NME, People, Wallpaper, as well as Time magazine, has opened up its programmatic trading to include print inventory.
The move will mean advertisers can buy print audiences across its 18 US-based brands, via its digital marketplace, powered by demand side platform MediaMath following an exclusive tie-up.
Advertisers can buy segments including: women, men, lifestyle, luxury, business/finance and 'rapid scale', across the titles whose audiences range from five million for some brands, to 89 million readers on its biggest titles.
US retailer Target is the first brand to take advantage of the new capability, along with its media agency Hayworth. The company has kicked off a print ad campaign across a range of Time Inc titles, which it has bought exclusively using the programmatic technology.
The move will mean marketers can buy print audiences as well as target digital ads to those audiences via programmatic display. It will mirror how advertisers have always bought digital inventory programmatically - they won't know in which magazines their ads will run, only that they will appear among the titles which match their selected audience segments.
Time Inc has reported 85 per cent year-on-year growth in its programmatic business since it launched its first global ad exchange last year – a move which saw its combined 116 million-strong digital audience opened up to programmatic trading.
Mark Ford, executive vice president, Global Advertising, Time Inc, said the move has been triggered by growing advertiser demands for more automated and efficient ad-booking processes not just for digital but for print campaigns.
“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,” he said.
Target’s senior vice president, Media and Guest Engagement Kristi Argyilan said the retailer was “delighted” to be the first company to use the offering.
“It’s going to help us engage our guests across print much more effectively and provide, for the first time, measurement across all platforms. As the market moves increasingly to programmatic buying, this is an important step forward,” she added.
Post-campaign measurement will be handled by third-party firm AdMeasure.