Yesterday magazine media publishers launched Atria, a new premium marketplace that will make it easier for advertisers and agencies to reach quality audiences at scale, in brand-safe, trusted online environments.
- For the first time, advertisers will be able to run a single campaign across the UK’s leading trusted editorial brands of Bauer, Future, Hearst UK, HELLO!, Immediate, and Time Out
- The new publisher marketplace, Atria, hosted by Permutive, will make it easier for advertisers and agencies to plan and book across trusted editorial environments at scale
- Atria is powered by publisher-owned audience first party data, giving advertisers access to high-quality, brand-safe inventory and audiences all in one place
Brands include Time Out, HELLO!, ELLE, Grazia, Good Food, Good Housekeeping, Empire, Radio Times, Cosmopolitan, FourFourTwo, Mother&Baby, BBC Gardeners World, Esquire, Red, Ideal Home,Country Walking, Car, Olive, Madeformums, Runner’s World, Woman & Home, Cycling Weekly, MCN, BBC Top Gear, and many more.
Cath Waller, managing director, advertising at Immediate and chair of PPA Magnetic, said: “Atria is a hugely positive step forward for the advertising community. By bringing together the UK’s most trusted editorial brands on a single platform, we’re making it easier for agencies and advertisers to access guaranteed quality, brand-safe environments at scale – at a time where it’s never been more important. This innovation gives advertisers a smarter, more effective and transparent way to connect with our premium audiences”.
It has been welcomed by the industry:
Chris Turner, managing partner, head of digital investment EssenceMediacom North, and Programmatic Services Team EssenceMediacom UK commented: “Any initiative that helps agencies and advertisers access trusted, high-quality, brand safe publisher environments and audiences at scale, is exactly what we should all strive to deliver for our clients. At a time when quality and trust are rightly top priorities, this can only be a positive step for the industry.”
Michelle Sarpong, head of activation, the7Stars added: “Bringing multiple publishers together through one marketplace is a great initiative. This will make it simpler for agencies and advertisers to plan with confidence, ensuring quality, transparency, and scale in one place. In a market where context and credibility matter more than ever, having easier access to premium, brand-safe inventory from trusted editorial environments is a real advantage. This kind of initiative is a win for everyone.”
Charlotte Taylor, head of non-AV trading, PMX Publicis “Magazine brands have always been built on trust and credibility, qualities that matter more than ever. For advertisers, having access to responsible, high-quality environments means confidence that their campaigns are landing in the right context and making a real impact.”
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