The publisher’s commercial sales unit IPC Digital Sales is working with contextual specialist Grapeshot across IPC’s online titles including nme.com, marieclaire.co.uk, now.co.uk and loaded.co.uk.
Contextual advertising will be a “fundamental revenue driver”, according to IPC Digital commercial development director Nicholas Bradley.
Advertisers will be able to target advertising to page views by IPC’s 20m monthly online audience.
Grapeshot, which also offers services across ecommerce, display advertising and editorial infrastructure, already works with IBM, Incisive Media, Johnston Press, Jumptap and Virgin Media.
A spokesman for IPC Media said, “From a strategic point of view, it’s certainly not something we’ve done before and haven’t used a partner for. We’re hoping it will unlock new business and more potential for our current partners across our premium portfolio.”
In January IPC Media reappointed agency Web TV Enterprise to oversee online video ad sales, with new formats running across IPC Media’s video content. The publisher last year centralised its digital ad operations to offer a single buying point across its portfolio, with Sam Finlay assuming the role of head of digital sales.
This story first appeared on newmediaage.co.uk