Two seats left to attend the Digiday Media Buying Summit:

Join us Oct. 15-17 in Phoenix to connect with top media buyers

SECURE YOUR SEAT

Short Takes: Conde Nast Launches Private Exchange

Conde Nast is the latest publisher to get in on the private exchange business. The Admeld-powered exchange will feature all of the Conde Nast content brands, including but will not be extended to include print. The exchange has announced eBay and Macy’s as exchange clients.

The move is significant in that Conde had refused to sell its inventory to ad networks out of fear of compromising its core direct-sales efforts. A big push from private-exchange providers like Admeld and Pubmatic is that publishers do not need to be binary in their approaches to direct and indirect sales.

Conde Nast has experienced a digital growth spurt of sorts, at least on the subscription front, with its digital editions gaining steadily even as it lost 3 percent in print ad page sales during the first three quarters of 2011. On the ad front, Wired publisher Howard Mittman tweeted yesterday that 40 percent of its ad sales revenue now come from digital.

More in Media

Publisher alliance Ozone makes a larger play for U.S. advertisers

Publisher alliance Ozone is on a growth tear in the US and plans to expand its local headcount to 50 people next year.

Media Briefing: From blocking to licensing, publishers inch toward leverage with AI

There are new levers for publishers to test in the AI era. While they’re still far from holding the upper hand, compared to a year ago, the outlook no longer looks quite so bleak.

Mitigating ‘Google risk’: The Independent maps four-pillar growth plan for the AI era

The Independent has built its growth strategy around the “blue links risk” and has stopped measuring its success by audience reach.