News International drives advertising convergence with Lineup implementation

New ad-booking platform opens the way for seamless, multi-channel buying

News International is taking another step towards
seamless, multi-channel ad sales with the implementation
of a new AdPoint advertising booking platform from
Lineup. The new system will let NI’s teams book
advertising placements across digital, print and tablet
formats with a single interaction, enabling seamless
cross-channel buying.

The new implementation is a crucial part of NI’s move
towards a platform-agnostic view of advertising, with
advertisers being offered edition-led audience
opportunities, rather than platform-specific, siloed
advertising space. To date, legacy booking systems have
meant that cross-platform advertising buys required co-
ordination across multiple systems. The AdPoint system
brings inventory together within a single interface,
significantly increasing the efficiency and speed-to-page
of advertising.

With deep roots in the media industry, Lineup’s multi-
channel advertising system was developed by experienced
industry experts to manage and drive ad sales in the
modern cross-platform era. Entirely web-based, and with a
highly customisable user-interface, AdPoint is capable of
managing highly complex sales functions with measurable
results across all media channels.

Steve Bottomley, News International, said: “Platform
agnosticism is at the heart of our new trading model and
this implementation is the first step in making this
approach a reality. Being able to book advertising space
across channels via a single system will make a platform-
neutral approach the
default for our sales teams. Lineup is key to us giving
advertisers the best opportunity to reach our readers
wherever they are and however they read our

Abba Newbery, Director of Advertising Strategy, News
International Commercial, added: “Implementing Lineup is
key to our strategy of changing the way we trade.
Delivering one audience requires major organisational and
technological changes and Lineup is one part of
delivering this across the organisation.”
Michael Mendoza, CEO of Lineup, said: “We are delighted
that News International chose AdPoint as their strategic
advertising platform. The selection process was rigorous
and covered all aspects of their workflows and our
system’s capabilities. This process allowed both of our
companies to confirm that AdPoint was the right solution

to meet their current needs as well as their future
strategic business requirements.”

Lineup delivers powerful collaborative sales tools
designed for multi-channel media companies in print,
digital and broadcast. Lineup’s clients include the
world’s largest global newspaper, Metro International,
and the UK’s largest independent regional publisher,


For more information:
Mike Owen
Lineup Systems
0044 203 440 2425

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