Netmums has joined forces with Entertainment Daily and Day Out With The Kids to create a programmatic alliance aimed at offering advertisers a single point of access to editorial-led brands that reach UK families.

Parenting Plus, led by the Netmums sales team, creates an alliance boasting an audience of 11.9m unique users, 140m ad impressions per month, and 13m video impressions.

Advertisers will be able to activate programmatic campaigns across the online publications, targeting people across all ages and stages of parenting, including 1.2m pregnant parents, 47 per cent audience with primary school children, 67 per cent with secondary school children, and 2.3m grandparents.

“Netmums is delighted to be spearheading this alliance offering bespoke scalable audiences across the full gamut of UK family life,” said Rimi Atwal, Managing Director at Netmums. “This one-stop shop for display, video and rich media activations is further enhanced by the richness of campaign insight on offer from this alliance of the UK’s most trusted family focused publishers. We’re excited about bringing Parenting Plus to market and delivering increased performance, reducing wastage and fully leveraging our combined reach and scale.”