SENDING OUT A [DIGITAL] SOS: In order to enhance its digital advertising efforts, Condé Nast has partnered with GroupM, a media strategy agency that uses data to help clients maximize its ad performance.
According to Condé, the deal is part of a broader partnership to create a “more effective environment for advertising through the combination of defined audiences, premium content and specific delivery terms.”
In other words, it will help the New York-based publisher increase its exposure of video and display ads across all its digital properties. “This partnership is an important step in the establishment of online standards,” said Ari Bluman, GroupM chief digital investment officer for North America.
Although the word “standards” usually refers to something ethical, here, the executive appeared to be talking about better visability and return on investment for brands.
“Condé Nast is guaranteeing what GroupM clients require—ads that are viewed by human beings,” Bluman clarified—well sort of.
Terms of the deal were not disclosed, but Condé said the partnership will take effect immediately and span all 20 of its Web sites, as well as its 14 branded video channels and video platform, The Scene. This will include programmatic and direct advertising across mobile, Web and IPad.