Bloomberg Media to stop using programmatic ads

Bloomberg Media will stop serving open-market third-party programmatic display advertising on both its website and mobile app, reports Mark Stenberg of Adweek.

Stenberg writes, “The publisher will also discontinue its use of vendors whose recommendation products divert traffic away from the Bloomberg website, such as Taboola, its current content recommendation vendor.

“The decision aims to improve the user experience, as open-market programmatic display ads undergo few quality assurance processes, meaning the creative or product they market could be misaligned with the Bloomberg Media brand. While open-market ads only represent about 5% of the publisher’s inventory, the decision will mean turning away short-term ad revenue for longer-term gains.

“Citing data from internal testing, the publisher believes the improved experience will encourage readers to return more frequently, consume more content and build more regular habits. Bloomberg Media will also use the newly available inventory to serve house ads, promoting its editorial products, such as newsletters, podcasts, events and television programming.”

Read more here.