Dianomi To Launch Ad Marketplace For Lifestyle Content

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Originally written by Melynda Fuller for MediaPost

Dianomi is expanding beyond its business and financial networks to offer lifestyle publishers and brands a marketplace of their own.

The network is in early testing, with The Washington Post and Kiplinger participating. It seeks to offer brands a new revenue stream that looks beyond core programmatic display.

The lifestyle network stands independently from Dianomi’s business and financial networks.

The network will initially serve automotive, fashion, travel and hospitality verticals.

“For marketers that create deep, professional brand assets — catalogs, look books, videos, thought pieces — that go beyond display, we offer them the magic of putting the right content in front of audiences at precisely the moment of interest. In addition, we know blue-chip publishers don’t want to see ‘belly fat’ ads at the bottom of their pages and are increasingly insisting on premium ad partners,” Rupert Hodson, cofounder-CEO of Dianomi, stated.

Hodson continued: “Now that both publishers and brands are reevaluating advertising and monetization strategies, it was the perfect time to expand our solutions to new categories of brands and publishers.”

Advertisers that use Dianomi’s platform pay based on performance, cost per click (CPC) or cost per view on video.

The platform counts publishers such as The Wall Street JournalBusiness InsiderFast Company, Vox Media, Bloomberg, Reuters and Fortune as publishing partners.

Across its networks, Dianomi delivers more than 8.5 billion ads to 340 million readers per month across 220 publications.