USA Today Turns to Private Ad Exchange in Attempt to Boost Digital Revenue

The aim of the private marketplace will be to move most unsold online ad inventory in a more controlled environment.

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Nine months after its parent company started selling online ads for some of its newspapers on a private exchange, USA Today is following suit.

The nation's second-largest print newspaper has launched a private marketplace, powered by Admeld, to sell the majority of its unsold online ad inventory in a more controlled environment.

Like many other exchanges that have launched in the past year - including a recent one at Conde Nast - the goal is to control the price at which third parties buy inventory that goes unsold through the site's direct sales force. Not surprisingly, there will be price floors -- based on vertical and placement -- as Gannett attempts to halt continued declines in advertising revenue.

Executives said that the exchange would be open to most agency trading desks and some DSPs.

Earlier this year, USA Today parent company Gannett teamed with the New York Times Co., Hearst and Tribune to form a similar exchange. But and did not participate.

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