Condé Nast, The Times and Forbes Tap Into New Location-Based Programmatic Platform

Blis offers Moat viewability and attention data

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CANNES, France—Location data company Blis today is announcing a private marketplace designed—among other things—to help media buyers understand whether their ads are served in a geographically accurate fashion. Condé Nast, The Times and Forbes are launch partners for the programmatic offering, Blis Prime, being unveiled in conjunction with this week's Cannes Lions International Festival of Creativity.

Simply put, the publishers' inventory will be sold—in some cases, exclusively—on Blis' platform, which will also supply advertisers with performance data. Blis is teaming with analytics company Moat for ad viewability and attention metrics within Blis Prime. According to the companies, the data will tell clients whether their ads are being viewed in the right places, at the right times and by human eyes.

"As consumers increasingly move towards mobile first, location data is a powerful asset for marketers seeking the right time to reach their audiences," said Jonah Goodhart, CEO and co-founder of Moat, in a statement.

Greg Isbister, CEO of Blis, added, "This unlocks tremendous value for our clients."

Meanwhile, data has become a bigger topic at Cannes, which traditionally focuses more on creativity. Considering how many channels marketers buy media from nowadays, that shouldn't be a surprise. 

"We're starting to look at how do we connect paid media, which continues to be really important, into a bigger ecosystem of channels that are more sustaining than just paid media on their own," Mat Baxter, IPG Mediabrands' global chief strategy and creative officer, told Beet.TV.

@Chris_Heine Christopher Heine is a New York-based editor and writer.