The gist: The New York Times plans to use programmatic sales to help with international expansion.
More information: “The New York Times has identified international expansion as one of four key pillars in its ambitious plan to double its digital revenue by 2020,” wrote Digiday.
“While digital subscriptions remain a focus, the Times is also on a mission to grow its international programmatic sales operations and has hired programmatic chiefs in the markets where it anticipates the most growth: London and Singapore,” the article added.
“The goal: to foster closer relationships with U.K. and pan-Europe agencies and marketers on bespoke programmatic deals, and build the kind of long-term relationships with clients that it has in its core U.S. market,” Digiday wrote.
“We think of programmatic as a different way to transact, not as a different form of buying,” Sara Badler, director of programmatic advertising at The New York Times, is quoted as saying. “That means programmatic is the same value as direct, so that’s high CPMs, high-impact ad units. We offer the same for both. There is no remnant or bottom-of-funnel buy.”