CBS to Sell Online Ads In-House

SAN FRANCISCO: CBS Interactive has created its own premium in-house ad network, discontinuing the use of third-party ad networks for display advertising across all of its websites worldwide. 

The CBS Interactive Premium Ad Network is powered by CBS Interactive’s ad-serving platform MADISON. Benefits of the MADISON platform include advanced demographic, behavioral and retargeting solutions; the flexibility to connect with third-party ad serving, targeting and rich media solutions across the digital marketing landscape; and marketing solutions that leverage CBS Interactive’s relationship and knowledge of its users and their interests. As a top 10 Internet property worldwide, CBS Interactive reaches more than 200 million people each month. CBS Interactive’s leading brands include CNET, GameSpot, CBSSports.com, CBS.com, TV.com, CBSNews.com, TheInsider.com, CHOW, CBS MoneyWatch, BNET and ZDNet. CBS Interactive’s Premium Ad Network also extends to its international properties, including CNET, GameSpot and ZDNet in the U.K., Australia, France and China, among others.

“In a world of infinite online inventory, advertisers increasingly need to associate with premium properties that connect them to the right audiences in the right environments,” said Neil Ashe, the president of CBS Interactive. “We are combining cutting-edge advertising solutions with our uniquely attractive audience to create the kind of branded engagement that will lead the industry forward.”

“This is a win-win for the entire industry and we believe it’s the way media should be bought,” commented Curt Hecht, the president of the VivaKi Nerve Center of the Publicis Groupe. “Working directly with CBS Interactive, and our Audience on Demand Platform, VivaKi is able to create impactful campaigns for our clients that we know will only run across the web’s highest quality brands.”

“The technological capabilities of MADISON, combined with our size and scale, let us do even more to meet the evolving needs and expectation of our clients,” added Zack Rogers, the senior VP of CBS Interactive. “In one stop, marketers can get advanced targeting, scale, and brand protection, coupled with the most valuable content and event sponsorships on the web.”