By: Jay Glogovsky (Director of Yield & Programmatic)

1. We help people
understand the world.

2. 57 languages spoken by our journalists
Pulitzers 2x more than any other
publisher
32 bureaus publishing content
#1 Most Cited across the globe 250 articles every day (>90k/year)
It all starts with our
newsroom.
600 engineers working across the company
1450 journalists in 160 countries
publishing in 14 languages across the globe

3. Views per visitor: +33%
Minutes per visitor: +23%
Total minutes: +500M
3.1M digital-only 100M+ audience +900K print readers
+$1 Billion
Consumer Biz
4.0M
Subscriber
s

4. The Beginning
Desktop & Mobile
Raise of Mobile
Mobile
Print
Newspaper
The Daily
Homepage
Digital
Desktop
The Evolution of Advertising
Digital
Digital
Programmatic
Digital & Beta
Audio
Digital
Daily
Crossword
Digital
Cooking
Digital
Wirecutter
New Era of
Programmatic
Less is More
Transparency
Quality
Innovation

5. Introduction of Programmatic at The
New York Times:
Here's what you need to know.
Like most publishers, The New York Times quickly added programmatic demand sources to
meet the markets growing demand, which led to operational challenges and less than optimal
technical solutions.
The pressure to grow digital revenue and meet the market’s demand, which ultimately
ballooned the number of programmatic relationships to 40 unique agreements.
The programmatic responsibilities and revenue was managed by three separate teams;
Programmatic Sales, Ad Platforms, and Yield.
The Global Sales Team, who was responsible for direct selling print, digital, and audio, didn’t
have a strong understanding of programmatic, because of there was separate dedicated
programmatic team.

6. Introduction of Programmatic: Resulted in
Growth and Challenges
Here's what you need to know.
Programmatic revenue outpaced other sales channels and grew at a exponential rate, but led
to operational and quality challenges.
Managing 40 unique relationships made it operationally impossible to manage the day-to-day
responsibilities, “bad ads” surged, and introduced nefarious partners, which weren’t
transparent and often times delinquent with payments.
The Global Sales Team could not answer the most basic programmatic questions in
meetings with agencies and clients, which resulted in agencies and clients having to work
many points of contacts at NYT.
These challenges made us realize we needed to make wholesale changes to our org
structure, who we have relationships with, and how we operate internally and externally.

7. The Beginning
Desktop & Mobile
Raise of Mobile
Mobile
Print
Newspaper
The Daily
Homepage
Digital
Desktop
The Evolution of Advertising
Digital
Digital
Programmatic
Digital & Beta
Audio
Digital
Daily
Crossword
Digital
Cooking
Digital
Wirecutter
New Era of
Programmatic
Less is More
Transparency
Quality
Innovation

8. New Era of
Programmatic:
Here's what you need to know.
Problem(s): There were too many teams calling on and interacting with agencies and clients, which
caused frustration and confusion between internal NYT teams and annoyance by the agency and client
teams.
NYT Agency/Client

9. New Era of
Programmatic:
Here's what you need to know.
Resolution: We reduced the number of voices and points of contacts clients and agencies would
interact with and built out teams of subject matter experts that will support Client Leads (Sales) and
interact with clients and agencies when necessary.
Agency/Client
NYT: Client
Lead
NYT: Teams of
Subject Matter
Experts
Additionally, the number of points of contact with clients and agencies also forced us to eliminate the
traditional programmatic sales team and build a team of subject matter experts to support the needs
internally and externally, which included training internal members of the team.

10. New Era of
Programmatic:
Here's what you need to know.
Problem(s): We found ourselves managing 40 unique relationships, which made it operationally
impossible to manage the day-to-day responsibilities, “bad ads” surged, and introduced nefarious
partners, which weren’t transparent and often times delinquent with payments.

11. New Era of
Programmatic:
Here's what you need to know.
Resolution: Our central tenet today is “less is more.” We believe fewer, higher-quality partners can
drive better return and transparency. We’ve dropped from 40 partners in 2016 to just 8 now.

12. New Era of
Programmatic:
Here's what you need to know.
Resolution: We also identified four core principles, which will preserve ad quality, grow revenue,
provide market differentiation, and develop The Times into thought-leaders.
Transparency & Ad Quality
Client’s Investment
Ad Product Parity & Innovation
Beyond News and New York

13. New Era of
Programmatic:
Here's what you need to know.
Resolution: Client’s Investment continues to disappear within the programmatic ecosystem, through
taxes and fees of platforms and reselling. Thoughtful consideration and planning of client’s investment
will grow trust and digital investment.
The New York Times is only working with partners that focus on
the client’s investment and publisher’s revenue.

14. New Era of
Programmatic:
Here's what you need to know.
Resolution: The New York Times’ content and audience goes Beyond News and the New York
metro region.
The raise of brand safety and brand suitability has impacted the
news category, especially in today’s current political climate.
Introducing agencies and buyers to The Times’ lifestyle and
entertainment content is essential to our success.

15. New Era of
Programmatic:
Here's what you need to know.
Resolution: Ad Product Parity & Innovation is required to support the needs of advertisers and will
allow them to transact as they so desire. Additionally, this will force innovation and creation of unique ad
product solutions only available at The New York Times.
The New York Times strives to be the innovative
publisher in the industry.

16. New Era of
Programmatic:
Here's what you need to know.
Resolution: Focus on Transparency & Ad Quality will help preserve ad quality within the customer
experience and support the mission of advertisers loving us as much as subscribers do.
The New York Times is striving to be the most transparent
publisher in the industry.

17. New Era of
Programmatic:
Here's what you need to know.
Results: We have seen a substantial increase in programmatic
knowledge, competency, and excitement within the organization.
More importantly we have experienced year-over-year revenue
growth in programmatic.

18. Thank You