The national sales team offers programmatic options to buyers as well as direct deals.
“We’ve empowered everyone to talk about programmatic, our reach and scale, and acknowledge that we have these auctions,” Bennett said.
Getting the message out that McClatchy was open for programmatic business took time, but the team has seen results. “We opened up a dialogue with agencies about what we needed to do in their eyes to have success in the future down a programmatic path,” Bennett said.
“We haven’t come close to recapturing the budgets we used to with advertisers and agencies, but we’ve changed the tide. Instead of the crickets, they’re picking up the phones and calling us” when they have incremental spend, Bennett said.
While the impact of programmatic has been most noticeable in national sales, McClatchy is starting to see local buyers catch on to the idea. “Some of the more savvy regional buyers and companies are moving that way,” Bennett said.
McClatchy is also optimistic about programmatic supply available through the Local Media Consortium, a publisher coalition of news media. “It’s early days, but it’s become a considerable part of our repertoire,” says of the impact the exchange has on McClatchy’s digital business.
McClatchy is also optimistic about partners like the Local Media Consortium, a publisher coalition of news media. “It’s early days, but it’s become a considerable part of our repertoire,” Bennett said of the impact its programmatic exchange has on McClatchy’s digital business.
To continue its embrace of programmatic, McClatchy is exploring its options for programmatic direct – though it hasn’t made a decision yet in terms of technology.
As a publisher, it hasn’t seen a deluge of buyers requesting viewability yet, given it skews toward regional buyers, but it knows that is ahead. And it hopes the messy viewability landscape, where multiple vendors make reconciliation a challenge, cleans up in the interim.
Ultimately, it knows such shifts to quality will benefit McClatchy and help differentiate it from the profusion of “garbage inventory out there,” Bennett said. “Our belief that there is a lot of value in our inventory and in our audiences.”