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BizReport : Advertising archives : June 12, 2008

NYTimes launches self-serve ad platform

DIYers, take heart. A new do-it-yourself advertising network is now available for online marketers. The New York Times and AdReady have partnered for a self-service display ad platform offering simple advertising solutions to small businesses.

by Kristina Knight

"This self-service solution allows advertisers with budgets of less than $10,000 per campaign to reach our highly desirable audience, thereby opening our ad inventory to an increasingly wider range of advertisers," said Denise Warren, senior vice president and chief advertising officer, The New York Times Media Group. "This new feature allows to better serve small businesses and the long tail for online display advertising."

Marketers first create ads from customizable display ad templates. Next, businesses create a Self-Serve account with and launch their campaigns to the Times' site. The ad campaigns can be tweaked and changed from the platform as needed.

The New York Times was the most popular newspaper website in America during April, attracting nearly 18 million unique users.

DIY ad networks have become increasingly popular, especially with smaller businesses who don't have thousands of dollars to spend with a big advertising agency. By putting their own stamp on a ready-made display ad and then launching that ad to specific networks, marketers can better control marketing costs. This, in turn, helps increase the ROI of online campaigns.

Tags: advertising network, display advertising,, online advertising

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