TEN announced its private marketplace support, enabling advertisers and their agencies to directly access advertising inventory across TEN’s portfolio of more than 60 leading automotive and action sport websites that serve more than 55 million website visitors monthly.
Powered by Google’s Ad Exchange and Rubicon Project’s Advertising Automation Cloud Platform, TEN’s programmatic direct offering officially launched in January and includes direct order automation and real-time bidding technology, allowing advertisers quick-and-easy access to TEN’s advertising inventory. To manage its new service, TEN has appointed Dana Caputo as Director of Programmatic Ad Operations. Caputo started her career in advertising at Conde Nast Media Group. She has since expanded her programmatic career at one of the largest global video marketplaces, SpotXchange, pioneering its video private marketplace services and leading top tier revenue driving DSP accounts.
TEN will augment the programmatic offering with audience discovery tools provided by Krux, a cloud-based data management company. Krux technology surfaces audience behaviors that align with an advertiser’s strategic objectives for reaching consumer market segmentation. Krux technology has allowed TEN to respond to advertising requirements with highly differentiated offerings for its In-Market Shopping brands led by MOTOR TREND.
“The launch of our programmatic offering improves the capability of our advertisers and places TEN in the forefront with online advertising technology,” said TEN’s EVP of Sales & Marketing Eric Schwab. “This gives our clients an unbeatable combination of unrivaled access and performance.”