Postmedia debuts programmatic ad buying system
Postmedia of Toronto has introduced what it describes as an in-house programmatic trading desk. According to the company, its purpose is to assist advertisers target their desired audience in a "brand safe environment." Clients will be able to make use of a real-time bidding system to purchase local and national inventory from Postmedia's approximately 200 properties. The system makes use of technology from DoubleClick, which is a subsidiary of Google.