Time Inc. Automates Print Ad Sales; Dynamic Ads On-Demand

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Automating Print

Time Inc. is bringing more automation to its print sales. Its approach, developed in part by MediaMath, functions almost identically to Time’s digital ad sales process. Target is the first brand to trial the offering, Ad Age reports. “Our overall strategy is to use automated marketplaces as a way to alleviate some of the work we have humans doing, so they can do more custom content integrations,” said Target SVP of media and guest engagement Kristi Argyilan. She added that Target’s programmatic tech is growing “exponentially.”

BlackArrow And TWC

TV ad tech vendor BlackArrow will begin to power dynamic ad insertion in on-demand content for mobile and connected devices. Time Warner Cable, which already uses BlackArrow’s tech to run ads on linear and traditional VOD, is the first client to trial the new solution. “Time Warner Cable has invested heavily in bringing multi-screen and time-shifted viewing options like VOD and our TWC TV app to our customers,” said Joan Gillman, Time Warner Cable EVP and COO. “It is an added benefit that we have been able to work with BlackArrow and other partners to also help us bring highly targeted and dynamic advertising solutions to these platforms.” The collaboration brings BlackArrow into closer competition with video tech firms like Adobe Primetime and FreeWheel. Read more.

NBCUx Update

NBCUniversal rolled out its digital programmatic offering last year, and the broadcaster’s head of digital strategy, Krishan Bhatia, tells Broadcasting & Cable that client response has been positive. “With clients where programmatic and data-enabled offerings are front and center in their buying, we’re doing anywhere between 20% and 30% of business on our digital properties with them in that manner, which is a real meaningful chunk,” said Bhatia. He added that programmatic media buying will play a big role in TV upfronts this year, and “is paramount in everything that clients are asking [agencies] to do and that agencies are planning to do.”

App To Web

Design-centric app Flipboard will extend its digital presence with the launch of a website, and has signed on advertisers such as National Geographic and Fast Company to support the effort. “For the moment, links on the web will just go to the publisher’s website, but we are working on some deals with publishing partners where we can do the same on the web as we do on the mobile app — show magazine-style content and serve ads and share that revenue,” Flipboard CEO Mike McCue told Gigaom. "We can generate formats and layouts like the NYT’s Snowfall, a really visual magazine style, and we are hoping to do that for a number of publishers.” More.

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