Condé Nast has partnered with programmatic advertising firm RadiumOne to pull programmatic technology and its native advertising approach closer together.
The publisher hopes the deal will provide more attractive sponsorship options by combining its audience data and programmatic targeting to deliver specific and relevant audiences for promotional content.
Commenting on the deal, Jamie Jouning, publishing director of Glamour and previously director of Condé Nast Digital, said the “programmatic native” approach to content sponsorship would help it gauge deeper understanding of how its audience engages with content while harnessing additional data.
“This will provide Condé Nast’s clients with an innovative opportunity to build relationships with users by delivering content at scale in real time – increasing engagement and awareness,” he added.
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