A new partnership is giving brands new and more effective ways to target ‘foodies’ and household grocery buyers online. Following an announcement made today, JustPremium is teaming up with Gourmet Ads to run high impact and rich media formats across 2,000 publishers worldwide via header bidding.

JustPremium offers rich media display and video advertising solutions that sit within or surround premium content across all devices. The partnership will mean that high impact ads can be served onto the Gourmet Ads publisher network within minutes.

Gourmet Ads has an expansive network of food, cooking and recipe websites where people make meal decisions before heading to the supermarket, making it ideal environment for CPG brands to engage with them.

Consumers who access the Gourmet Ads network typically spend between US $200 – $500 a month on groceries. Many are females aged 25-54 with children, and who are the key decision makers when it comes to household purchases.

JustPremium will benefit publishers in the Gourmet Ads network by giving them more ad inventory to sell, via one of its many bespoke ad formats which is proven to be more effective than ‘standard’ online advertising.

Advertisers benefit by being able to access an ad format that both allows for creativity and has far higher rates of engagement and global reach. At the same time, the Gourmet Ads network is brand safe. With ad fraud an increasing problem, what you buy is what you get. Advertisers can be sure that their ads are running across approved quality sites within the Gourmet Ads network.

The partnership is being executed through Prebid and will allow all of Justpremium’s 15 ad formats including skins, rising floor ads and interscroller ad formats to run for brands such as Home Depot, Weber, Whirlpool and Electrolux.

According to JustPremium CEO & Founder Eric Visser, “In a cluttered space, with lots of advertising messages, viewablity and engagement are at their lowest. Indeed, 50% of standard online ads are not even seen at all. By contrast, the ad formats we will offer advertisers targeting the Gourmet Ads affluent audience, will deliver them the highest CTR’s, Viewability and Engagement in the market and ensuring reach.”

Commenting on the Prebid integration, Gourmet Ads’ Founder and President, Benjamin Christie stated” “What makes the partnership and technical execution unique, is that all high impact impressions are traded using the JustPremium Prebid adaptor which is integrated on the publisher’s website and into the Appnexus Ad Server”.

He added, “Todate, Prebid has generally been used for standard IAB units only, in this execution we’ve used it as a delivery mechanism to transparently show a high impact creative directly on a publisher’s website.”

The partnership has been live since early May and has already started to scale significantly in the US with advertisers Discover Card and StateFarm already buying the majority of the available inventory.

The partnership coincides with the JustPremium Prebid adaptor becoming available via prebid.org.