News of the Day

By Amanda Maffey   |   Posted at 3:50 pm on August 6, 2012   |   No Comments

Federated Media Prepping Private Exchanges For The Fall

In addition to running several vertical blog networks around subjects from tech to food to health, Federated Media has built up its tech side in the past year. The first anniversary of its acquisition of ad net operator and supply side platform Lijit is approaching and FM is preparing to start offering private exchanges to publishers this fall.

We spoke with CEO Deanna Brown, who also announced two new hires designed to bring in more car advertisers and enthusiasts. New auto category lead Liz Boone was previously General Motors’ global director, digital and social engagements; and new Executive Editor Jennifer Krauss is the former editor of Lexus Magazine.

AdExchanger: It’s almost a year since Federated Media acquired Lijit, which added the ability to manage real-time bidding in addition to FM’s “conversational marketing” offerings through its vertical blog networks. How have the two sides been integrated?

Deanna Brown: What we liked about Lijit from the very beginning is they were publisher-centric as we have always been. They fit very nicely in the longtail as well as premium publisher mix. Depending on what source you read, there could be as much as 25 percent or as much as 35 percent of brand display dollars going to programmatic buying. When we as premium publishers spend our time talking to brand display media planners, we have that full suite to offer them.

What does “premium programmatic buying” mean?

Read more: AdExchanger

Why Turner Bought Bleacher Report

Turner Broadcasting said today that it acquired Bleacher Report to broaden the scope of sports coverage it can offer advertisers as well as bolster its scale, which has significantly decreased in recent months.

The site increases Turner’s year-round reach in sports. “We have NASCAR and NBA,” said David Levy, president of sales, distribution and sports for Turner. “And now we can have a reach in sports like baseball.”

“This adds to our ability to monetize sports rights across all through screens throughout the entire year,” Mr. Levy added.

Turner, part of Time Warner, said on Monday that it had bought Bleacher Report, a sports-news website where thousands of primarily unpaid contributors post more than 1,000 articles a day. Terms were not disclosed but the price fell below $200 million, according to a person close to the deal.

Read more: AdAgeMEDIANEWS

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