Alliance Will Create Private Marketplace to Amplify Scale and Targeting Across Turner Digital Inventory
Turner Digital Ad Sales, a division of Turner Broadcasting System, Inc. today announced the launch of the Turner Premium Xchange, a private marketplace offering trusted partners programmatic buying options across the majority of Turner’s portfolio of high-profile owned and operated sites. Rubicon Project, which operates the industry’s leading automation platform for digital advertising, will provide the technology that powers the newly-created platform.
“It’s always our aim to provide our advertising partners with the tools they need to make more informed decisions about their campaigns, and they’re increasingly seeking more data-driven solutions,” said Greg D’Alba, president CNN News Networks and Turner Digital Ad Sales and Marketing. “Our digital sales efforts have evolved to better reflect this dynamic marketplace, while the majority of our business remains committed to developing customized sponsorships for advertisers that leverage the world class brands and content across all screens within the Turner Digital portfolio.”
Through the trading desks of trusted agency partners, Turner Digital Ad Sales will allot a portion of their display inventory for programmatic buys to augment a client’s overall media campaign. This new offering will complete a holistic digital advertising model that leverages the company’s high-profile brands and content within the Turner Digital portfolio through customized sponsorships, along with the added speed, scale and efficiency that automated buying delivers.
“The Turner Digital Ad Sales’ partnership with Rubicon Project is a major milestone for the advertising industry and further validation of the trend towards the automation of the buying and selling of advertising,” said Greg Raifman, President of Rubicon Project. “Turner Digital is able to respond to marketplace demand and capitalize on this rapidly growing opportunity by offering almost all of their premier properties to be available for automated buys.”
The addition of automated buying furthers Turner Digital’s commitment to best serve its advertising partners by fulfilling demand for a transparent and measurable return on investment. Turner will remain deeply rooted in direct personal sales with advertising partners to build large-scale sponsorships that leverage the breadth of the Turner portfolio of news, entertainment and sports sites across all screens, while supporting their programmatic efforts in the same manner.