Atria logo surrounded by its partnered titles including Good Food, Empire, Time Out Out and Men’s Health. Picture: PPA Six magazine publishers have jointly launched an advertising marketplace to provide brands with more scale for their campaigns. Bauer, Hearst UK, Immediate Media, Time Out, Hello and Future teamed up to launch Atria. The launch is designed to enable advertisers to deliver “premium” programmatic ads at scale across a portfolio of titles, rather than arranging multiple deals. Revenue will be allocated based on the impressions served on each individual site for each campaign. Cath Waller, managing director of advertising at Immediate and chair of PPA Magnetic which brought publishers together for the initiative, said Atria “should drive incremental advertising spend” by simplifying the planning and buying process. Brands on which advertisers can roll out campaigns include Time Out, Hello!, Elle, Grazia, Good Housekeeping, Empire, Radio Times, Cosmopolitan, Four Four Two, Esquire, Car, Cycling Weekend and BBC Top Gear. Atria’s partnered publishers have a combined monthly audience of 33 million or “48% of the UK’s online population”, …