Cath Waller, Managing Director, Advertising at Immediate and Chair of PPA Magnetic
Let’s be honest: for a long time, buying premium digital advertising at scale has been a bit of a headache. If you’re an agency or a brand, you know the trade-off. You want the trust and engagement of magazine media environments, but programmatic ease usually leads you toward the open web or via resellers where brand safety can be a gamble, data quality is mixed and supply chain transparency is more like wading through mud.
To get the quality and transparency you want, you may have had to juggle multiple publishers, multiple deals, and a mountain of admin. Or, understandably, take a risk in the long tail of the web; with potential exposure to MFA sites or worse; dealing with the frustrations and limitations of blunt keyword blocking; and layers of supply chain to try and unravel. All the time with less client investment being spent on working media.
So we listened to your feedback and we fixed it. The future of working programmatically with trusted editorial brands is now here, and it’s called Atria.
Atria is a publisher owned premium programmatic marketplace that brings together inventory from many of the UK’s biggest editorial powerhouses – Bauer, Future, Hearst UK, HELLO!, Immediate, and Time Out – and with them some of the world’s best loved and trusted media brands.
Atria creates a gateway to 33 million consumers (source: IPSOS Iris) – making it easier for you to plan and buy, more effective for you to target and report, and far safer to execute.
Here’s why Atria changes everything:
Simple, streamlined access
For too long, ‘premium’ has often meant ‘manual’. Previously, if an advertiser wanted to reach specialist audiences across multiple high-quality magazine media publishers, in guaranteed safe environments, they faced the friction of fragmented buying. Atria removes all these barriers.
By hosting this marketplace on Permutive, we’ve created a single, streamlined point of entry. Instead of chasing smaller segments of an audience across 105 different publisher owned sites, advertisers can now plan and book across all these trusted editorial brands in one go, with a single deal ID. We’ve removed the complexity and time so you can focus on the client and results.
Exclusive access to quality first party data and audiences
Atria is powered by robust, publisher owned first party data, built with a consistent and transparent audience taxonomy so you can be confident in your targeting. Plus, our readers don’t just visit our online brands; they use them to fuel their passions; which means our connection with them is based on deep, active engagement. Our brands are an integral part of specialist communities who trust us to help them do the things they love.
Atria allows advertisers to directly access any and all passion points – be it cooking, tech, fashion, gardening, travel, golf and beyond. Audiences that visit our brands spend considerable time with us – they’ll spend time making a cake on Good Food or researching a car on Car, planning for a night via Time Out or a film with Empire. It’s this passion and engagement that provides strong signals of intent and interest which allows advertisers to target the right person, in the right mindset, at the right time, across aggregated scale.
Guaranteed trust and brand safety
In a cluttered and complex digital landscape, context and brand safety have never been more important. Advertisers require authentic voices and environments they can trust.
Trust is the currency of magazine media. Our readers return to our brands because they know our content is accurate, verified, and accountable to high editorial standards – aswell as being inspiring, informative and positive.
With Atria, we are extending this halo of trust to our advertisers. We can say with absolute confidence: there are no brand safety issues here, and there’s no AI slop. An advertiser’s message isn’t appearing next to polarising, unverified content or misinformation; it is appearing in premium, curated, human-led environments where people are in a positive mindset of discovery and trust.
A win win for the industry
Atria is our answer to the question: How can we make premium trusted brands easy to buy at scale, but with none of the risk and far better targeting?
The industry has been asking for quality, transparency and scale. Atria delivers all three. We are ensuring that trusted editorial brands remain the most effective and safe spaces for advertisers to build meaningful connections that reap real rewards.
If you’d like to get started on Atria get in touch via info@atria.co.uk or find out more here www.atria.co.uk
