NY Forbes Building
Forbes’ plunge into programmatic ad buying has been very profitable. According to Meredith Levien, Forbes’ chief revenue officer, digital business had double-digit growth from 2011 to 2012. Digiday reported that in 2012, the magazine had its best financial performance in the past five years, and growth in digital revenue was a big contributing factor. Forbes’ recently added six people to its 35-member sales team. The new programmatic team includes technologies who use first-party data for advertisers. Levien said that the ad team is learning how programmatic solutions can achieve better results.
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