Condé
Nast, having cracked open the door to programmatic buying two years ago, has
swung it open a little more.
The
traditional magazine powerhouse raised some eyebrows a couple years ago when it
created a private ad market to sell its online
ad inventory. In so doing, Condé Nast believed it could have it both ways: The
company could take advantage of advertisers' growing demand for automated buying while putting a velvet rope
around its content to keep out unseemly advertisers (and keep pricing
palatable). Now, it's decided to go a step further, making premium inventory on individual brands like VanityFair.com and GQ.com available along with the brand-nonspecific "Condé Nast inventory" already available.
