Programmatic ad spending already totals more than $10 billion a year, and it’s projected to double by 2016—publishers would be wise to get on board.
TEN: The Enthusiast Network is doing just that with the recent launch of its private programmatic marketplace. The company is making unsold inventory from its network of more than 60 sites, attracting 55 million monthly visitors, available on the exchange.
“We need to be at the forefront of the industry's digital offerings, which is why we’ve invested in the space,” says Eric Schwab, executive vice president of sales and marketing for TEN. “Programmatic allows for robust audience based targeting, which we are actively delivering against. It also positions us well in helping to attract non-endemic advertisers who are more interested in buying an audience versus individual brands. TEN is a network of enthusiast brands. Collectively, we have the ability to deliver a passionate, influential audience at scale through our advanced targeting and programmatic solutions.”
The investment in programmatic is TEN’s latest effort aimed at building scale. The company has been launching a series of “supersites” that aggregate content—and traffic—from groups of related brands.
Schwab says the network approach to ad sales is already paying dividends.
“We have already seen a significant increase in revenue in the short time we’ve focused on the private market,” he says. “Buyers are no longer thinking of inventory in the exchanges as remnant, but a different medium to support their direct campaigns. 2015 will be telling.”