media trough M&M Global.“
City AM and Ad Eye form programmatic partnership05.04.2016
UK business freesheet City AM has teamed up with Ad Eye, part of Programmatic.ly, to programmatically allow buyers direct access to the newspaper’s inventory and publishers to monetise first party data segments.
As the first UK newspaper to ban users with active ad blocking software, City AM chief operating officer Charles Yardley feels it was a “natural step” allowing advertisers to take advantage of the paper’s targeted readership.
“Furthermore,” he added, “the operational efficiencies’ created by Ad Eye provide measurable and scalable proficiencies for us as a publisher and those coming to the site to buy.”
“Ad Eye creates a direct access point between the buyer and seller, which is great for clients, because it means they are getting more value for their ad spend,” said Ad Eye managing director Kate Morgan. She also pointed out that publishers are able to use the tech to obtain higher yields for their inventory.
This comes as part of City AM’s initiative to keep innovating through the launch of new platforms, products and partnerships, whilst drawing on the popularity of programmatic amongst publishers recently.