DanAds, a prominent advertising technology firm, has joined forces with McClatchy, one of the largest media companies in the United States with over 80 million unique visitors, to unveil two new and exciting features on the McClatchy Ad Manager platform.
The collaboration introduces next-level options via this self-service campaign platform, giving advertisers access to purchase both email and programmatic inventory from McClatchy’s one-stop shop.
The McClatchy Ad Manager platform, a tool for small- and medium-sized businesses, has been enhanced with double opt-in email lists that ensure groups of users have opted to receive marketing notifications. This feature increases engagement and improves targeting data accuracy while offering the most space for creative copy of any digital advertising solution. With full control over the email content, advertisers can benefit from multiple opportunities for users to engage with an advertisement, as emails remain in the user’s inbox until they’re deleted.
Moreover, programmatic advertising has been added to the platform, with advertisers now able to place ads on a curated list of 55,000+ trusted publisher sites. Placements are manually reviewed, ensuring a positive user experience and reasonable numbers of ad placements per page. The addition of custom audience capabilities allows advertisers to target exclusive audiences based on a number of criteria, including online user behavior, visits to real-world locations, and subscribership. Audience targeting capabilities are improved by using segments from trusted data providers to reach new audiences, with programmatic advertising also offering the ability to serve native advertising, which mimics publisher content, leading to higher engagement than traditional display banner positions.
Peo Persson, co-founder and executive vice president of sales at DanAds, praised the team’s deep expertise in self-serve advertising and McClatchy’s portfolio of premium news titles, stating that they are perfectly suited to the new generation of contextual, brand-driven audience targeting. DanAds has previously launched self-serve platforms for other leading news brands, including The Washington Post, Bloomberg, The Atlantic, and Dow Jones. Last year, DanAds hosted the world’s first Self-Serve Summit.
Jane Howard, senior vice president of advertising at McClatchy, expressed pride in the team’s commitment to the platform and the pace of ongoing innovation surrounding this project in partnership with DanAds. The early feedback from customers has been positive, with the new additions further enhancing advertising capabilities for small- and medium-sized businesses.
The collaboration between DanAds and McClatchy highlights the significance of self-service platforms in the publishing industry, allowing advertisers to take control of their campaigns and improve their targeting strategies while maximizing their ad spend. With ongoing improvements planned for the platform, McClatchy Ad Manager is poised to continue its growth as a leading self-service tool in the industry and beyond.
