National World to Launch Self-Serve Ad Platform

UK news publisher National World has announced that it is building a custom self-serve advertising platform to automate the ad buying process and allowing advertisers of all sizes to easily access its portfolio.

The company’s publications include The Scotsman, The Yorkshire Post, National World and the News Letter, as well as10 City world websites covering all key cities in England and Scotland.

To design the platform, National World has partnered with self-serve ad tech firm DanAds, who has experience supporting global media brands such as Bloomberg Media and the Washington Post. 

“The way businesses buy advertising has changed,” said Jade Power, Head of Digital Commercial at National World. “Advertisers are increasingly wanting more control over when and how they manage their marketing spend. Self-service provides this in a simple and efficient way. We want local businesses to be able to connect to their target customers in a trusted, quality environment, that will not only help them to advertise effectively, but strengthen their relationships with customers.  

“DanAds knows self-service. With more than 10 years under its belt, DanAds has an expertise that we’re excited to partner with on our journey. By working with DanAds, we can give local businesses direct access to place their messages in trusted, premium news environments, with access to rich first-party audience targeting solutions and real time reporting.” 

The platform will allow advertisers to place ads in front of National World’s audience of over 20m unique monthly visitors. In addition, it will contribute to the company’s commitment to invest in sustainable and local publishing.