Time Inc announced in February 2015 that they plan to sell advertising in print, programmatically, aiming to increase efficiency and impact for advertisers. But on Monday, the largest magazine distributor company in the UK, raised the stakes with its “2.0” model.

The new programme will act in addition to the print programmatic, a plan focused across 18 titles. It is an improved platform for selling hyper-targeted audiences, which will add 12 more segments. The 12 segments range in scale from 15m to 46m readers, and advertisers can secure spots in any of the company’s 18 print titles.

As it is a new programme, launched halfway between Q1 and Q2, results are still vague. The print ad revenue declined 12% in this period, which doesn’t suggest a significant result so far. However, Kantar Media’s data tells us that Procter & Gamble, the U.S.A.’s largest advertiser, cut its ad spend with Time Inc. print brands by one third last year, which would have been a large contributor to this.