Kantar, Adwanted Automate Offline Media Buys Through Programmatic, Integrate SRDS Data
Adwanted USA, which connects legacy publishers with brands and agencies, has inked an exclusive partnership with Kantar Media to license Standard Rates and Data Services (SRDS,) industry standard data, on 6,700 U.S. business-to-business and consumer magazines.
The deal will give advertisers the ability to automate offline media buys through a digital programmatic platform.
The agreement begins with B2B offline and online magazines and will move to consumer titles by the end of the year, along with newspapers.
The companies call the relationship a milestone and say the deal marks the first time that SRDS subscribers will have the ability to execute media buys for legacy media such as offline print in addition to running campaign research and planning — all on one digital platform. Previously, traditional media buyers were only able to reference the SRDS data.
The integration of SRDS data into Adwanted means that for the first time, ad buyers can transact traditional ad buys integrated with SRDS data even for programmatic ad buys.
The partnership with Adwanted — founded in France about six years ago — will help Kantar Media enhance its commitment to advertisers by enabling print buyers to enjoy many of the benefits of more automated trading, David Emery, vice president at Kantar Media, wrote in an email to MediaPost.
“The go-to market process for most legacy media companies was initially created more than 20 years ago, and the market has dramatically changed since,” wrote Joe Lagani, president of Adwanted USA, adding that buyers want to buy what they want, when they want and how they want.
“Can you imagine starting a business today and not allowing for your clients to buy your product via an online platform?” he wrote. “You’d never do that.”
The Adwanted.com platform will now offer verified cost and planning information available for thousands of publishers, and will be available to access for free to SRDS subscribers who activate their accounts.