quadrantONE, the fledgling online-advertising-focused joint venture between Hearst Corporation, The New York Times Company, Gannett Co. Inc., and the Tribune Co., has signed on Politico as its latest affiliate partner.
Going forward, the year-old company will begin packaging Politico.com’s six million-plus unique users with its 340 or so local news sites to national advertisers, selling display and video ads on the site. With the addition of Politico’s audience, quadrantONE’s network now reaches 45 million unique monthly users in total, according to CEO Andy Ellenthal—more than double the reach of a year ago when the company first entered the market.
quadrantONE was originally founded in February of last year as a means to create clout for local newspaper and information sites that typically don’t have the resources or relationships to target national ad dollars.
The concept was to package premium ad placements for national brands across multiple sites at once, rather than selling remnant ad inventory as many networks do. “The reason why we exist is to create efficiency in reaching out to national advertisers,” said Ellenthal. “Buyers don’t want to deal with hundreds of sites, and most local sites don’t have the scales or resources to target them.”
According to Ellenthal, for Politico—which also manages its own ad network—the affiliation with quadrantONE is aimed at helping the site expand beyond its core political-junkie-targeting ad base. “Politico has strength in certain categories like advocacy groups, which we don’t touch,” he said. “This is about bring advertisers that might not have considered Politico on its own. Like national autos for example. We’re already there. For these consumer advertisers that like news, Politico now becomes a natural fit.”