The Quadrant Goes Collective: Newspaper Ad Alliance Picks Sides

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We hear that NYC-based online ad network Collective Media has won a bid to power quadrantONE, the online newspaper advertising alliance backed by The Tribune Company, Gannett (NYSE: GCI), Hearst and the New York Times Company (NYSE: NYT) that was unveiled last week. Calls to quadrantONE and Collective were not immediately returned.

Collective has been around for about three years and received its first funding last October. Our source says that the company was able to beat better funded ad networks like Adify for quadrantONE’s business. Essentially, quadrantONE is charged with selling its backers’ open online ad inventory. It has tapped Collective for its Ad Management Platform to provide services related to behavioral targeting, re-targeting and contextual targeting, in addition to powering quadrantONE’s inventory sales functions. Their deal also gives Collective, which already has an existing deal with Tribune, access to remnant inventory across the network.

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Will Cassidy

Our intel says that the Collective Media team are doing this at no charge to the newspapers in order to build a business. The line of thinking is they will make their nut on the sales efforts.

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