Flipboard Launches Publisher Interest Collectives, Expanding Advertiser Reach

Its three initial groups—travel, tech and later finance—will add 50 million monthly users

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Content aggregator Flipboard, which curates writing, audio and video from over 4,000 publishers, launched a new product Thursday morning, called Interest Collectives, in a bid to land larger direct media buys from brands and increase the revenue of participating publishers.

The program will launch with two topics—technology and travel—and a third, personal finance, will follow this summer. 

The collectives will let Flipboard bundle the off-platform audience reach of the participating publishers into its direct sales efforts to brands, extending its audience reach by an estimated 50 million monthly active users, according to Flipboard head of operations Annie Dennett. 

“While programmatic is great, many publishers want to diversify away from it,” Dennett said.



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