Corrected on Dec. 9 at 11:30 a.m.
Quebec advertising network and ad technology company Atedra has signed representation deals with 21 new publishers, many of which were represented by Olive Media until it was folded in September.
The lengthy list includes both local Quebec publishers and France-based international publishers. Among them are health and wellbeing sites Passeport Santé and Doctissimo, food sites SOS Cuisine and Cuisine AZ, and beauty site Divine.ca. Atedra will also bolster its auto offering with AutoAubaine, Auto KMH, Montreal Racing, and Caradisiac.
All of the new sites are either french-only or bilingual. After the deal, Atedra represents upwards of 300 publishers in the Canadian market.
Atedra CEO Pierre-Antoine Fradet said he and his team were sad to see Olive Media shuttered by Torstar and La Presse, since it was a respected competitor in a close-knit community. But, Atedra seized on the opportunity to further build out its programmatic direct inventory.
Not all of the publishers came over from Olive Media. Passeport Santé was previously represented by Mediative, while Divine.ca came from Jones Media.
Fradet said the trio of Passeport Santé, Doctissimo and Divine.ca will significantly improve its reach with the fashion and lifestyle segments. “We’re definitely the leader in French cars. News and sports, these are all segments where we were all very strong, but women’s fashion, beauty and health were something we lacked,” he said. “Those three are really a big chunk of the opportunity in French Canada. All three were represented by distinct players, but we’ve been able to wrap them up with just us.”
Correction: The original version of this story said that the addition of the new sites boosted Atedra’s reach to 6.2 million unique views or 99.4% of the Quebec online population. This was based on inaccurate information provided by Atedra and Marketing‘s incorrect measurement assumptions. Marketing regrets the error.
