In a major magazine publisher first, Conde Nast launches a private advertising exchange for select digital clientele. Partnering with service provider AdMeld, inventory from Conde’s entire digital portfolio will be available at the time of the exchange’s launch.
Retailers eBay and Macy’s are confirmed as ad exchange partners (which grants the companies ongoing automated access to the platform), and additional clients will be added throughout the week. In 2012, select advertisers who commit to an increased digital spend with the publisher will be invited to participate in the exchange.
According to a Conde news statement, “Price floors will be set with actual CPMs being determined by real-time bidding.” The publisher’s display inventory is not available through public ad networks.
A Conde Nast rep maintains this exchange is for digital advertising only, "It would never be used for print."
Publishers continue to adapt advertising business models to encourage spend among clients. This summer, Meredith launched its Engagement Dividend program, a guaranteed ROI partnership for 10 clients. Like Conde, Meredith chose partners based on their commitment to up advertising dollars with the publisher.
Time Inc. launched its PinPoint program, a partnership with Nielsen Catalina Solutions, in October. Through PinPoint, the publisher is able to quantify campaign impact among consumers to advertisers through single source data.