Visit Folio: Homepage
Visit Folio: Homepage
  • COVID-19
  • Marketing
  • Revenue
  • Leadership
  • Content
  • The FOLIO: Show
  • Events
  • Awards
  • Jobs
  • Webinars
  • Resource Center
  • Subscribe
  • Events
  • Awards
  • Jobs
  • Webinars
  • Resource Center
  • Subscribe

Condé Nast Partners with AdMeld in Private Digital Ad Exchange
eBay and Macy’s among participating clients.

By Stefanie Botelho :: December 7, 2011

In a major magazine publisher first, Condé Nast launched a private advertising exchange for select digital clientele. Partnering with service provider AdMeld, inventory from Condé’s entire digital portfolio was available at the time of the exchange’s launch.

Retailers eBay and Macy’s were confirmed as ad exchange partners at time of launch (which grants the companies ongoing automated access to the platform), with Armani and an auto company completing the debut group. In January 2012, select advertisers who commit to an increased digital spend with the publisher will be invited to participate in the exchange.

Drew Schutte, EVP/CIO of Condé Nast Media Group, tells Folio:, “Clients can buy audience, but they can’t buy brand or content.” The ad exchange is “blind”, with clients entering target audience demographics into AdMeld’s dashboard. The system then offers the best match, without brand identification.

A Condé Nast rep maintains this exchange is for digital advertising only, “It would never be used for print.”

“The range and control on advertisers that come through is a benefit,” says Schutte. “But it’s still an environment  in which we get direct responses, and we offer rates that go along with that.”

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 Condé, 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. Through PinPoint, the publisher is able to quantify campaign impact among consumers to advertisers through single source data.

At Condé, the private ad exchange is another way to vet quality of advertisers. “What’s important is that we’ve always valued our inventory, the context and the brands the advertiser message gets to stand next to,” says Schutte. “It’s important that if we’re part of an exchange, where rates are generally lower, that it’s only for premium partners.”

Meet the Author

Stefanie Botelho


Upgrade Your Inbox

Activate Folio: newsletters for the news, emerging trends and best practices you need to succeed.

UPCOMING

Top Women in Media Awards / Virtual Celebration

Get Folio: E-Letters

Receive the latest news, trends and best practices!

Subscribe Now

Trending

Featured Jobs

  • Regional Magazine Editor - Flagship Publishing, Inc. - Windsor, CO

  • B2B Media Sales Representative - Aging Media - Chicago, IL

  • Sub-editor for Olympic Biography Research Project (Work From Home) - Nielsen - Offsite, Netherlands

  • Search Jobs
  • Post A Job

About

  • About Us
  • Media Kit
  • Advertise
  • Privacy Policy

The Folio: Show

  • Overview
  • Be Involved
  • Sponsorships
  • Register Now
  • Eddie & Ozzie Awards

Experience Folio:

  • Awards
  • Events
  • Job Board
  • Webinars

Sister Publications

  • AdMonsters
  • AdExchanger
  • PR News
  • The Social Shake-Up
  • Cynopsis

Get Folio: E-Letters

Receive the latest news, trends and best practices!

Subscribe Now

© 2021 Access Intelligence, LLC – All Rights Reserved.