Print ads surface on programmatic exchanges

Time Inc., publisher of People, Time, Sports Illustrated and InStyle, is now selling print ads programmatically, AdAge wrote Tuesday. The publication reported that Target is the first brand to buy ads from Time Inc. programmatically and that Target's media agency, Haworth, handled the deal—purchasing ad spots in People, Entertainment Weekly, Time and Sports Illustrated. Kristi Argyilan, Target's senior VP of media and guest engagement, told AdAge, “Our overall strategy is to use automated marketplaces as a way to alleviate some of the work we have humans doing, so they can do more custom content integrations.” The major difference between purchasing magazine ads programmatically for online vs. for print is that marketers cannot use their own audience data when buying print on programmatic exchange, Andy Blau, senior VP and group general manager of ad sales at Time Inc., told the magazine.