Provides Important New Revenue Stream for Lifestyle Publishers from Premium Brands
Dianomi, the financial and business-focused native ad marketplace for premium brands and publishers, announced it has begun testing a new, distinct lifestyle marketplace with select brands and publishers, including The Washington Post and Kiplinger. The industry-first offering offers lifestyle brands a premium, brand-suitable environment, providing important revenue streams for lifestyle publishers that goes beyond core programmatic display. As part of Dianomi’s mission of maintaining contextual relevance, the lifestyle marketplace is separate from its core financial and business network and will ensure audiences see brand content that is in context of the premium subject matter they’re engaged with.
“Ad quality is what originally drew us to Dianomi years ago and it’s still what sets them apart from the field,” said Andy Price, Head of Revenue Operations, North America at Dennis. “When branching out to new verticals, it’s important that we continue to provide a quality, meaningful experience for our readers. We’re delighted to work with the premium lifestyle brands that Dianomi brings to our audience.”
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As brands look to reallocate ad budgets from social platforms and third-party, data-targeted display to more brand-safe environments, Dianomi has established its lifestyle network to answer to advertiser demand for more premium, in-context and brand-safe solutions that operate at scale. Dianomi has proven its ability to bring premium brands and publishers in the professional services and financial industries together and is building upon that expertise for lifestyle brands and publishers, starting initially with automotive, fashion, travel and hospitality verticals.
“Lifestyle brands and publishers we work with have been asking us for a brand-suitable, premium native content solution and we are answering their call. It’s early days but we are already seeing terrific results in helping brands reach new audiences and offering the world’s leading publishers an important incremental revenue stream,” said Rupert Hodson, Co-Founder and CEO of Dianomi. “For marketers who create deep, professional brand assets – catalogs, look books, videos, thought pieces – that go beyond display, we offer them the magic of putting the right content in front of audiences at precisely the moment of interest. In addition, we know blue-chip publishers don’t want to see ‘belly fat’ ads at the bottom of their pages and are increasingly insisting on premium ad partners. Now that both publishers and brands are reevaluating advertising and monetization strategies, it was the perfect time to expand our solutions to new categories of brands and publishers.”
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Dianomi is a performance-driven ad platform, where advertisers only pay based on performance, cost per click (CPC) or cost per view on video. This ensures ad dollars are being spent on real results and not lost to low performing tactics.
Dianomi’s publishing partners include The Wall Street Journal, Business Insider, Fast Company, VOX Media, Bloomberg, Reuters, BBC, and Fortune and features brands such as BlackRock, Fidelity, Etrade, and Charles Schwab. Dianomi serves more than 8.5 billion ads on 220 premium publications, reaching more than 340 million readers per month across the U.S., EMEA, and APAC.
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