New platform enables more sophisticated targeting, better campaign performance
MINNEAPOLIS (October 1, 2012) — Star Tribune today announced it has successfully moved its online ad serving platform to DoubleClick for Publishers (DFP) Premium, becoming the first major-market news organization to implement Google’s advanced ad-serving technology. The new platform offers Star Tribune advertisers more advanced targeting capabilities, as well as the ability to deliver a wide variety of rich media campaigns more effectively.
Star Tribune is the dominant online media brand in Minneapolis–St. Paul, with a larger online reach than any other local media company. It also draws more local visitors than well-known national sites like The New York Times, The Weather Channel, ESPN, Amazon, and Craigslist.
“With 7 million unique monthly visitors across more than a dozen digital platforms, it’s more important than ever that we’re able to deliver advertisers’ messages to the best user at the best time,” said Star Tribune vice president of sales for emerging media Ray Faust. “As our customers become more sophisticated, responding and adapting to campaign results in real-time, DFP Premium will enable us to serve them with even more agility.”
DFP Premium will also enable more efficient forecasting, scheduling and reporting—increasingly important as advertisers deploy campaigns across multiple platforms. In the last month Star Tribune released a news app for Android tablets like Amazon’s Kindle Fire, as well as new versions of its popular high school football app for iPhone and Android smart phones.
“Our new ad serving platform sets the stage for even more growth and innovation at Star Tribune,” said Faust. “More important, it sets the stage for our advertisers’ growth. With Star Tribune as their partner, advertisers large and small will be able to drive more awareness, more engagement and more customers.”
About Star Tribune Media Company
Star Tribune Media Company is a locally owned and operated media company serving Minnesota and the upper Midwest. Minnesota is the only U.S. market in the top 10 in household income, home ownership, health and fitness, literacy, spending on the arts, credit scores and online activity. With the 14th largest daily circulation newspaper in the U.S., the most-visited local website, and Twin Cities Values, Star Tribune reaches more consumers than any other Minnesota media brand. For more information visit startribune.com or startribunecompany.com.