SAN FRANCISCO — With the imminent spinoff from its parent company Time Warner, magazine publishing unit Time Inc. is steadily stretching its legs in the “programmatic” trading of its advertising space, after already spending three years in the space.
Time Inc. and its UK sibling IPC Media recently pooled inventory in the Time Inc. Global Exchange, powered by Google’s DoubleClick Ad Exchange. “I can now sell IPC Media programmatically on the same seat we have in Google and our counterparts in the UK can sell our US inventory from the UK,” says the publisher’s programmatic executive director Patrick Landi.
Meanwhile, Landi aims to better use Time’s customer data in programmatic trading: “We have a database of around 150 million subscribers, purchasers that have either bought Time Inc. products – something related to the swimsuit issues; DVDs, for example. We’re starting to package up that data and sell it programmatically.”
Here is a related article in Digiday on how many publishers are leveraging first party data.
Landi was interviewed by Beet.TV executive producer Andy Plesser at the Beet.TV leadership summit on programmatic TV advertising presented with Adap.tv. Please find additional segments from the event here.