Condé Nast Expands Programmatic Offerings for Advertisers

Publisher Recently Hired Evan Adlman to New Post of Head Of Programmatic

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Evan Adlman, Conde Nast's head of programmatic.
Evan Adlman, Conde Nast's head of programmatic. Credit: Condé Nast

Condé Nast, the publisher of brands including Vogue and Pitchfork, introduced a new slate of programmatic advertising capabilities to approximately 190 ad buyers and trading desk representatives on Wednesday evening.

In a preview earlier in the week, Condé Nast Media Group Senior VP Lisa Valentino and Evan Adlman, who joined the company in January as head of programmatic, told Ad Age that the capabilities build on the company's existing programmatic offerings, including the "Premium at Scale" product letting marketers target their ads by audience and context.

"We are doing a tremendous amount of programmatic business right now," said Ms. Valentino, who noted that Condé Nast has been in the space for the last three years.

The expanded capabilities mean programmatic media buyers will get a more expansive view of the company's available inventory, according to Mr. Adlman. Condé Nast will also segment and package its "first-party" data on its own visitors for programmatic buyers to use for in targeting across the media company's network. And the company will create advertising packages around specific events, including relevant content leading up to and following the event.

Condé Nast is also introducing an "extension" or "reach" product that will help advertisers target a specific segment of consumers off the company's network, "to create as much scale as we can for their buy," Mr. Adlman said. (Ms. Valentino said "this is big, because ... scale becomes limitless.") Condé Nast will purchase off-site media for the advertisers who elect to take advantage of the new product.

Looking ahead, Mr. Adlman, who previously served as a VP for supply-side platform PubMatic, said Condé Nast will introduce a new data product at the Cannes Lions International Festival of Creativity in June.

Between early April and Cannes, it will be Mr. Adlman's job to travel across the country and talk to clients about the new offerings.

Throughout 2016, Condé Nast will focus on enhancing its native and video programmatic offerings, Mr. Adlman said.

"I think we forsee the future of programmatic here as being a big part of our business," he said, declining to disclose a precise revenue target.

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