The LMC Network Agreement: What It Is and How It Works
The LMC Network Agreement is a contract between local media companies and the Local Media Consortium (LMC) that allows them to pool their digital advertising inventory. The LMC is a network of over 90 media companies across the United States and Canada that represents more than 3,300 local news outlets. By joining forces, these companies are able to compete with larger digital advertising giants like Facebook and Google.
How Does the LMC Network Agreement Work?
The LMC Network Agreement is based on a revenue-sharing model. Participating media companies agree to share their digital ad inventory with the LMC. The LMC then aggregates this inventory and makes it available to advertisers through its programmatic advertising platform. When an ad is sold, the revenue is split between the media company that provided the ad inventory and the LMC.
This model allows local media companies to benefit from the scale and efficiency of programmatic advertising, while still maintaining control over their ad inventory and revenue. It also gives advertisers access to a large pool of high-quality, local inventory that they may not be able to access through other channels.
Benefits of the LMC Network Agreement
There are several benefits to participating in the LMC Network Agreement:
1. Increased Revenue: By sharing their ad inventory with the LMC, media companies can increase their digital advertising revenue without having to invest in expensive technology or infrastructure.
2. Improved Targeting: The LMC`s programmatic advertising platform allows advertisers to target specific audiences based on demographics, behavior, and location, increasing the effectiveness of their campaigns.
3. Access to a Large Pool of Inventory: By pooling their inventory, local media companies offer advertisers access to a large and diverse set of digital advertising opportunities.
4. Increased Visibility: The LMC has a strong reputation and relationships with major advertising agencies and brands, which can help participating media companies increase their visibility and attract new business.
The LMC Network Agreement is a powerful tool for local media companies looking to compete in the digital advertising landscape. By working together, these companies can offer advertisers a large and diverse pool of high-quality inventory, while still maintaining control over their ad inventory and revenue. If you`re a local media company looking to increase your digital advertising revenue and reach, the LMC Network Agreement is definitely worth considering.