New York Times

The New York Times Regional Media Group Leaves Ad Network Management in the “Capable Hands of ReviNet”.

With over 14 websites for daily news publications, 1 site for a weekly publication, and a handful of niche sites, the New York Times Regional Media Group had a large amount of remnant inventory and only minimal bandwidth to manage ad network relationships. As a result, unsold inventory was not getting monetized to its fullest extent. Establishing a partnership with ReviNet in early 2009 changed that.

In the first 8 months of partnering with ReviNet, the NYT Regional Media Group saw a 100% lift in total remnant ad revenue. At its highest point, remnant ad revenue increased by 138%.

For the NYT Regional Group websites, there is measurable ROI from partnering with ReviNet. The value comes not only from increased eCPMs and increased total remnant revenue; it also comes from the time gained back by internal resources. Everything from managing multiple ad networks, to enforcing block lists and dealing with sales channel conflicts, to reconciling and reporting month end network performance is now handled by ReviNet. Internal resources gain valuable time to focus on core initiatives.

Like most premium publishers, the NYT Regional Media Group wants to achieve higher direct sell-through numbers and needs to have all available sales staff focused on the direct sale of inventory.

“To do remnant well, I believe you need someone to manage it full-time. Being able to leave optimization in the hands of a capable team and not having to worry about doing that yourself, that is the biggest benefit of working with ReviNet.” - Laura Boodram, Director, Digital Media Services, NYT Regional Media Group

For the NYT Regional Media Group, the strategy for remnant inventory is left in the trusted hands of the ReviNet team. They’re counting on ReviNet to show them how to make the most money from ad networks while working within strict editorial guidelines.

What are the goals for the NYT Regional Group’s partnership with ReviNet moving forward? To quote Ms. Boodram, “We want to blow ad network performance out of the water compared to last year.”

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“Being able to leave optimization in the hands of a capable team and not having to worry about doing that yourself, that is the biggest benefit of working with ReviNet”