Tamedia enables automated purchasing of digital advertising
20minuten.ch, Newsnet - consisting of the seven news sites of 24heures, Basler Zeitung, Berner Zeitung, Der Bund, Le Matin, Tribune de Genève and Tages-Anzeiger - and search.ch will be making parts of their digital advertising inventory available for automated purchasing from July 2014.
Advertising customers of the sites belonging to the Tamedia media group can thus automate and simplify complicated and time-consuming purchasing and sales processes. This type of digital marketing is currently in a major growth phase worldwide, writes Tamedia in a press release. In the future, a relevant proportion of digital advertising expenditure is expected to be generated via this channel.
The option for the automated purchase of digital advertising space on 20minuten.ch, Newsnet and search.ch, which together reach over 74% of all Swiss internet users (Net Metrix Profile 2014-1), will be available from July 2014. In the initial phase, the IAB standard formats and individual large formats will be offered. These can be purchased by language area and run of site from a certain minimum price.
Technical partner: Improve Digital
The independent provider of real-time advertising technology, Improve Digital, which already works with more than 100 of the top publishers in Europe, was chosen as the technical partner for an initial test phase. The new system will be operated by Tamedia's Digital Advertising & Services team, which will be strengthened by Rui de Freitas, a specialist in real-time advertising and programmatic buying, from August 1, 2014. Rui de Freitas will act as a point of contact for agencies, clients and internal contacts. The 27-year-old de Freitas was most recently in charge of the Improve Digital project at Publicitas and, as Automated Trading Manager, introduced and expanded the topic of real-time advertising on the local.ch and home.ch platforms.
