Quartz' about-face on programmatic ads has big implications for digital publishing
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Atlantic Media-owned Quartz has long eschewed programmatic advertising, arguing display ads sold through automation negatively impact user experience. But the company said Tuesday that it is changing its mind, and among other steps has begun selling ads through Concert, a digital ad marketplace created by Vox Media and NBC Universal.
“We recognize that the market is evolving and we need to make sure we are making it easier on marketers to use our platform to reach quality audiences,” says Joy Robins, chief revenue officer at Quartz, adding that the decision to sell ads programmatically “was something we obviously approached really, really thoughtfully.”
“This is the first time we have entered into a partnership like that for marketers looking to reach an affluent level of readers in a brand safe way,” she added.
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