Independent News & Media has become the second national newspaper group to sign a deal with a specialist advertiser to make money from its foreign web traffic.
The publisher of The Independent, Independent on Sunday and the Belfast Telegraph has signed up with AdGent 007, a US-based advertiser that sells advertising on behalf of news publishers in non-domestic markets. The company joins Telegraph Media Group, Johnston Press and magazine publisher Bauer Media on its roster of British clients.
Indpendent.co.uk has seen slow but steady growth in its traffic in recent months and now has 6.62 million unique monthly users in August according to ABCe, an 89.6 per cent improvement year on year. ABCe did not publish what proportion of The Independent’straffic was foreign last month but according to the company it has 15 million page impressions from foreign users each month, which translates into 30 million ad impressions.
Jo Holdaway, commercial director at INM, said that AdGent 007 would act as an extension of the company’s own online ad sales team.
‘They give us people on the ground around the world to directly sell our inventory to advertisers who want to reach the high-value audiences reading our websites,’she said.
‘We are seeing more traffic come from outside the UK and AdGent 007 helps advertisers ensure their message reaches the right audience in the right geographical context and that increases the value of our inventory.”
For more on how UK publishers are monetising foreign web traffic, see this October’s print edition of Press Gazette, out this week.