Time Inc lets marketers buy print ads programmatically

Time Inc, in an exclusive collaboration with MediaMath, has become the first magazine globally to make print audience segments available in the digital programmatic marketplace.Claiming to be a first-of-its-kind for the advertising industry, the automated purchase of print enable marketers to not only buy print audience via a digital platform but also target digital ads to those audiences, across programmatic display.Partnering with media agency Haworth, Target is the first brand to execute a multi-title print ad campaign with Time after it purchased ad spaces exclusively using programmatic technology.Kristi Argyilan, senior vice president, media and guest engagement, Target commented: “It’s going to help us engage our guests across print much more effectively and provide, for the first time, measurement across all platforms.”The move comes at a time programmatic buying is picking up across the markets, globally. In Asia Pacific.“Programmatic print underscores the shift in the industry towards what we call a ProgrammaticFirst™ approach to marketing, which drives measurable outcomes for marketers across all channels,” Sam Cox, vice president, OPEN Global Media, MediaMath, said. “Time Inc. has been an innovative and strategic partner of ours, epitomising the modern media company.”Read also: How programmatic will transform mediaThe present state of programmatic buyingDelving deeper into programmatic leading with mobile 5 tips for marketers on programmatic trading