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Associated Northcliffe Digital (AND), the subsidiary of U.K. newspaper publisher DMGT that operates sites including DailyMail.co.uk and ThisIsLondon, has signed with Tomorrow Focus, a German digital content company, to sell web advertising across a pan-European ad network. The Premium Publishers Online network pools the resources of France’s 01net and 01men, Spain’s El Mundo, Holland’s Telegraaf Media Groep, Agora Group and Gazeta of Poland to offer advertisers continent-wide campaigns reaching up to 40.2 million users in eight countries. The AND sales staff will sell ad inventory into the network from London. (Via release and Brand Republic).
More newspapers are now creating their own ad networks as they realize their editorial clout can help sell clients’ inventory off-site. The Guardian last week announced a partnership with Adify, the niche ad net creator that powers Washington Post’s Blogroll program, which gives revenue to readers’ blogs if they carry ads from WaPo’s marketers. The deal will see the newspaper create ad networks for verticals including travel and environment.