‘It’s not just for banner ads anymore’: The New York Times is making all of its ads available…

The New York Times has made all of its digital ad units available through programmatic channels.

Why does this matter? A major publisher like the NYT opening up most/all of its inventory to programmatic shows that they no longer view it purely as a threat (lower CPMs, etc.).

This is part of a larger shift to digital which has led them to set a goal of 10m paid digital subscribers.

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