Publisher Moves in Digital Advertising

Recent moves by several big newspaper and magazine publishers have greatly expanded their ability to deliver digital advertising, and suggests further expansion of online and digital platforms for their content.  The latest deals continue a long-term trend of investing in technology and agency firms to help them leverage their traditional print assets.
  Magazine publisher Conde Nast announced it had invested in Flite, a cloud-based ad platform system.  Flite had developed a series of ad tools designed to turn traditional display ads into a more interactive, app-like experience by integrating social media, e-commerce, live chat, and video features - all within a system that also allows ads to be updated in real time.  Flite had already attracted a number of big brands (L'Oreal, CBS, General Mills, Microsoft, P&G), and Conde Nast plans to use Flite to enhance rich media advertising across its 27 online titles.
  Gannett announced its purchase of BLiNQ Media shortly afterwards.  BLiNQ specializes in "social engagement advertising," and one of the first to get access to the Facebook Ads system.  The company was running social marketing campaigns for more than 600 advertisers.  Gannett plans to integrate BLiNQ with local newspaper websites and its ShopLocal system.
  Hearst is pursuing a number of partnerships with social media and personalized e-commerce firms.  It has a deal in place with Sprinklr to manage Hearst's various social media programs (Hearst has separate programs for more than 20 of its major brands).  Hearst's Seventeen.com has developed a partnership with mulu that will facilitate linking editorial content with e-commerce.

In the new feature, a “muluBox” appears alongside Seventeen.com’s online content with recommended products based on content the user had already viewed, including videos, slide shows or articles.

 The various moves will help publishers develop online assets that take advantage of the unique opportunities that online and mobile systems offer, and should also push them to seeing and developing online versions as distinctive companions to traditional print offerings.  The integration of social aspects and individualized product recommendations should also foster greater user involvement with their brands and content. That can only help their transition to, and integration with, online content delivery.

Source -  Publishers Beef Up Digital Deals,  MediaDailyNews