Business Insider is allowing advertisers to buy its inventory programmatically across all its European editions, reports Jessica Davies of Digiday.
Davies writes, “The Axel Springer-owned publisher has expanded aggressively in Europe over the last few years, with its biggest presence in the U.K. Like many big U.S. publishers, it has expanded into Europe via partnerships with local media players, of which it has eight. BI has a total 17 international editions, but until now there hasn’t been a unified way for advertisers to buy its audiences programmatically across all eight of its European editions.
“From October on, buyers will be able to do so across BI editions in the U.K., France, Germany, Italy, Poland, Spain, the Netherlands and the Nordics, via a single point. The marketplace will also plug into the publisher’s U.S. inventory. So if a buyer wants to purchase all French-speaking readers, for example, they can target French natives across all the properties since BI works on a revenue-share basis with its partners.
“By pooling inventory from all its Europe partner BI editions, the publisher hopes to grow their programmatic revenue further. BI’s UK programmatic revenue grew 112 percent in the third quarter of this year, compared to the same period last year, according to the publisher.”
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