Time Inc has partnered with ad tech company MediaMath to launch what it claims to be the first “programmatic print” offering for advertisers.
The publisher will enable advertisers to target specific reader categories across 18 of its US print titles, including People, Sports Illustrated, Fortune and Time.
Multi-title print ad campaigns bought via programmatic technology can target audiences ranging in size from five million to 89 million readers, with reader segments including women, men, lifestyle, luxury, business and ‘rapid scale’.
US retailer Target is the first brand to test the product, through its media agency Haworth, and will also attempt to reach readers via programmatically-bought digital display ads.
The media can be bought with a two month lead time via MediaMath’s TerminalOne platform and its Deal Discovery app.
“We have been a long-time programmatic partner with Time Inc and we are delighted to be the first to take advantage of the company’s new print offering,” said Kristi Argyilan, senior vice president, Media and Guest Engagement, at Target.
“It’s going to help us engage our guests across print much more effectively and provide, for the first time, measurement across all platforms. As the market moves increasingly to programmatic buying, this is an important step forward.”
Mark Ford, executive vice president, global advertising, at Time Inc added: “We’ve seen growing demand from our ad partners for a more automated and efficient process across the board, and that extends to print.
“We view this as a natural evolution of how we conduct business with our advertisers, and allows them scalable, turnkey access to engaged audiences across our brands, regardless of the platform.
“Our Programmatic Print offering is a powerful complement to the way digital advertisers are currently buying, while providing audience segments that are consistent across both print and digital.”