Three months after launching, French premium publisher co-op La Place Media has released the following figures:
12,600 advertisers have bought ads on La Place and 250 trading desks are using the platform worldwide.
From December, La Place’s advertisers will also be able to buy premium inventory based on context, on the following verticals: B2B, information/entertainment, fashion/lifestyle, web services and entertainment.
La Place includes more than 80 media sites, and is attracting around 28 million unique visitors* and 4 billion monthly impressions.
The La Place Media premium publisher collective includes its four founders: Amaury Medias, FigaroMedias, Lagardère Publicité and TF1 Publicité and their partners, the following Media Groups: 20minutes, aufeminin.com, Boursorama, La Depeche du Midi, Doctissimo, France Télévisions, Marie-Claire, Sud Ouest and La Voix.
Why Publisher Co-Ops are a Growing Trend
The marketplace for quality inventory is fragmented online, to say the least. The financial services industry responded to the same issue by taking this inventory and putting it together on automated platforms like the Nasdaq – making it available at scale, in a safe environment for transactions to occur.
Publishers in several European markets are now planning to do the same thing – pooling premium inventory together to form co-ops to more effectively compete for ad Euros or pounds against the Googles and Facebooks of this world.
It is still early days for the first of these country, or even continent-wide premium co-operatives – but La Place Media may just be the first of many to come.
La Place Media is powered by Rubicon Project’s REVV™ Platform.
Find out more about La Place Media on ExchangeWire, or watch video insights on La Place featuring Rubicon Project GM International Jay Stevens and Guardian Revenue Director Tim Gentry.
* Source Netratings Mediametrics – September 2012 – from any location