BuzzFeed UK and HuffPost UK have become the latest premium publishers to join publisher-run digital advertising platform The Ozone Project. The inclusion of the two titles comes as a result of a partnership brokered with BuzzFeed Inc., the parent of the publications.
By adding BuzzFeed’s UK audience, Ozone’s total deduplicated platform reach has increased by more than 200,000 readers each month, and advertisers can now reach audiences across more than 250 premium domains.
“We’re delighted to welcome the BuzzFeed, Inc. brands into the Ozone family. From our earliest discussions it was clear that the organisation’s reputation for delivering brilliant content for really engaged readers was the perfect match for our current publishers,” said Dipti Patel, Business Development Director at The Ozone Project. “BuzzFeed and HuffPost UK are power brands in the digital media space and through this new partnership we will be able to offer even more opportunities for those advertisers with a clear focus on ensuring their campaigns only ever appear in quality, brand safe environments.”
The BuzzFeed-owned titles join Ozone’s existing publishing groups, including founding members News UK, Telegraph Media Group, Guardian Media Group, and Reach PLC.
“We are excited to have both BuzzFeed UK and HuffPost UK join The Ozone Project, and unlock additional programmatic demand which specifically targets premium editorial content,” said Jack Riley, Vice President, Business Development and Revenue Strategy at BuzzFeed Inc. “A year into BuzzFeed, Inc.’s acquisition of HuffPost, we’re continuing to see the benefits from having these two strong brands under one roof, and Ozone is a great example of our continuing efforts to grow and diversify our UK revenue.”
Earlier this month, Ozone announced the launch of a high-impact mobile format with MediaCom called ‘Ozone Stories’. And, in March, the alliance entered into a partnership with The Trade Desk to provide The Trade Desk’s clients with easier access to Ozone’s audiences.