Using Private Marketplaces in Ad Exchange, Cond_ Nast Revenue Leaps 800%

Cond_ Nast wanted to offer its advertising clients programmatic access to inventory, maintain a premium look and feel and deliver more native, creative and custom solutions to both new and existing customers. Adopting DoubleClick Ad Exchange gave Cond_ Nast the ability to segment premium placements, develop private marketplaces, gain exposure to new clients, expand available inventory and drive revenue.

Approach
Integrated DoubleClick Ad Exchange with DoubleClick For Publisher's ad server
Segmented inventory and established private marketplaces
Coordinated with sales team to represent all platform and brand inventory programmatically
Goals
Expand from traditional print publishing into a multi-platform proposition
Offer programmatic access to inventory, including native, mobile and custom solutions
Maintain premium look and feel at all times
Results
800% increase in revenue (52% of which came from private marketplace deals)
21% growth in mobile inventory
Of top 50 clients, 60% were new clients
Increasingly our premium clients want to access our inventory programmatically.

 

Will Harris, Head of Digital, Cond_ Nast Publications

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