p Conde Nast France and native ad platform AdYouLike have partnered to create a programmatic marketplace (PMP) dedicated to native advertising.

The creation of the new PMP will mean advertisers and trading desks will have direct access to premium native inventory on Conde Nast sites, and will be able to plan and optimise their native campaigns in real-time using AdYouLike’s supply side platform (SSP).

The partnership forms part of Conde Nast’s vision to bolster its advertising yield using adtech, and follows the appointment of Financial Times’ Elli Papadaki in February as Vogue’s first head of programmatic.

It's not the first native PMP AdYouLike has created for its clients.

Last year the platform partnered with AOL to launch its first PMP dedicated to native video, allowing advertisers access to a large premium native video inventory through AOL’s platform, ‘One Video by AOL’.

Tony Nguyen, head of programmatic at Condé Nast, said: “Conde Nast is leader in programmatic and also amongst the pioneers of native advertising.

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