The company was an early investor in iSocket (now part of Rubicon Project), so a healthy amount of inventory transacts via automated guaranteed, according to Adlman.
Because of its wealth of subscriber data, as well as reader surveys and email newsletters, Condé Nast has a stronger data set than most publishers, which it stores in its data management platform. For the first time, it will enable audience extension, allowing its data to be used to buy audiences beyond Condé Nast’s network.
Adlman is leading a corporate programmatic team that will drum up interest in Condé Nast’s programmatic offerings, but he’s also training sellers at all the brands on how to sell programmatic. They’ll be compensated for bringing in programmatic deals.
Condé Nast’s stated goal is to make programmatic more integrated within the rest of the organization. That’s an evolution from where it started, when the company tried out other programmatic products like CatalystDesk spearheaded by Alanna Gombert. She spent a year and a half leading the company’s first prominent programmatic initiative and left in September 2014.
But since then winds have changed, including at the top. Late last year, Bob Sauerberg, who had been leading many digital changes, became CEO. Adlman is now at the programmatic reins, guiding how the company is going to market with programmatic.
More changes are to come with programmatic for Condé Nast. This year, Adlman expects to add programmatic native and programmatic video to its capabilities, in addition to managing a growing team that’s tasked with handling programmatic.