The Guardian conducts almost 200 million data capture events each month, giving the publisher massive opportunities to understand its audience and act on this. Currently, the insight from that data is used to direct both how and where online content is shared with users. However, it now plans to expand this further and use that insight to also give its advertisers value.
Clearly, the Guardian has nailed data capture, so it's no wonder that the publisher is now looking at turning those insights into another revenue stream.
Daniel Spears, programmatic director at Guardian News & Media, said: "Through our testing, our data has allowed programmatic buyers to realise a better performance at greater scale, and through delivering customers that are higher value. That adds a level of qualitative interest as well."
This new product has already been tested by seven advertisers, with the Guardian stating that it has driven a 30 per cent increase in ROI and campaign effectiveness through the same level of spend on third party data.