Real Time Advertising: The Guardian, The changing face of the programmatic publisher
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The document discusses how real-time advertising is changing media and outlines some of the key evolutions and challenges with programmatic advertising. It discusses how the Guardian is responding by focusing on attracting valuable progressive audiences across platforms and leveraging their open journalism approach. The future will require understanding audiences rather than platforms and winning through quality research and insight into multiscreen behaviors.
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Real Time Advertising: The Guardian, The changing face of the programmatic publisher
- 1. ARE ADVERTISERS READY FOR THE REAL-TIME REVOLUTION? HOW REAL-TIME ADVERTISING IS CHANGING MEDIA #REALTIMEREV
- 2. 2guardianmedia audiences not platforms 22 Programmatic Journeys Tim Gentry, Global Revenue Director.
- 3. 3 Our open approach to journalism Digital first, collaborative & Open Journalism
- 5. 5 Attracting the Progressives Valuable audiences
- 6. 6 The growth of Programmatic spend
- 8. 8 Evolution of Programmatic Ad Formats Data Targeting Context Cross platform vs. solus desktop Native & Social Media
- 10. 10 Guardian Labs
- 11. 11 Engagement & Activation The Guardian Audience The Progressives Labs & ANP Based Campaigns Attract different segments of the Progressive audience Guardian Provide Data to Trading Desks These audiences are amplified across 3rd party sites
- 12. 1212 Future Challenges The future of programmatic
- 13. 13 Future Challenges Audiences not platforms Winner Research and Insight Award Winner Multiscreen research award Powered By: Modelled To:
- 14. 14 Future Challenges Understanding our readers habits and behaviour
- 15. 15