By Jessica Goodfellow

Condé Nast France and native ad platform AdYouLike have partnered to create a programmatic marketplace (PMP) dedicated to native advertising.

The creation of the new PMP will mean advertisers and trading desks will have direct access to premium native inventory on Condé Nast sites, and will be able to plan and optimise their native campaigns in real-time using AdYouLike’s supply side platform (SSP).

The partnership forms part of Condé Nast’s vision to bolster its advertising yield using adtech, and follows the appointment of Financial Times’ Elli Papadaki in February as Vogue’s first head of programmatic.

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Source: The Drum