Value Over Volume, With NYT’s Courtney Glaze
In this episode of AdExchanger Talks, The New York Times' VP of revenue operations Courtney Glaze discusses the company's selective approach to ad tech partnerships, emphasizing value over volume. Glaze explains that The New York Times only adds SSPs and demand partners after carefully evaluating their ability to integrate with the company's existing stack and deliver measurable value, rather than simply increasing demand for its own sake.
Original reporting · adexchanger.com
Read “Value Over Volume, With NYT’s Courtney Glaze” at AdExchanger →How this was written. 1to1 wrote this article with a language model from AdExchanger’s reporting (model: @cf/ibm-granite/granite-4.0-h-micro); it describes that reporting rather than adding to it. The original, linked above, is the full story.
Key points from AdExchanger’s report
- The New York Times only adds SSPs and demand partners after evaluating their ability to integrate with the company's existing stack and deliver measurable value, rather than simply increasing demand for its own sake.
- In 2019, The New York Times pulled open programmatic advertising from its mobile app due to concerns about load times and reader experience, but reinstated it in 2024 on more controlled terms.
- Glaze's team measures ROI against factors beyond just advertising yield, including subscriber acquisition, lifetime value, audience development, and the reader experience
From the source
Most publishers add SSPs like insurance. More partners means more demand and more demand means more competition for every impression. Or so the thinking goes. But at The New York Times, every ad tech partner has to earn its place in the stack, says Courtney…