Amex and Lexus will be among the first to advertise in Flipboard publications from Condé Nast.
According to the companies, American Express launched its campaign today in the The New Yorker using the Flipboard iPad app ad offering, also available in Wired and Bon Appétit. Lexus will run a Flipboard campaign in all three publications in October. The full-page ad units can be tapped and link to a brand site landing page or Facebook page.
The two companies will share revenue from the ads, with Flipboard managing ad inventory and Condé selling directly to its advertisers, according to a press release about the offering. The firms worked together to develop the ad units, incorporating limited ad placements for better exposure.
“This new Flipboard integration will enable us to connect with our audience, and their lifestyles, in a creative way,” stated Dave Nordstrom, VP of marketing for Lexus in the release.
The companies expect to extend more titles to Flipboard throughout the year.
Header bidding is a programmatic technique that allows publishers to offer their inventory through multiple ad exchanges before they serve up ads from their ad server.
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