Condé Nast Cracks Door Wider to Its Private Exchange
Only prestige advertisers still need apply, though
Condé Nast, having cracked open the door to programmatic buying two years ago, has swung it open a little more.
The traditional magazine powerhouse raised some eyebrows a couple years ago when it created a private ad market to sell its online ad inventory. In so doing, Condé Nast believed it could have it both ways: The company could take advantage of advertisers’ growing demand for automated buying while putting a velvet rope around its content to keep out unseemly advertisers (and keep pricing palatable).
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