Guardian gives advertisers more control

Posted on: Monday 03 October 2016

The publisher plans to boost revenue from first party data.

Share this

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.

Share this

Related content

LinkedIn-creates-pub-for -jobseekers

LinkedIn creates pub for jobseekers

The Linked Inn welcomed jobseekers for a drink, career advice and help with applying for suitable roles.

Learn more
The-Gym-Group-digital-higher-membership

The Gym Group's digital-first approach leads to higher membership

The Gym Group's dedication to integrated digital services, from its upgraded website to in-gym kiosks and staff training, has seen a 35.5 per cent...

Learn more
AI_ads

Lexus films first ad written by AI

The new Lexus advert, Driven by Intuition, has been entirely scripted using AI to create ‘the perfect ad’

Learn more
IAB UK Digital Upfronts 2018:  “It’s not just what you say, but where you say it.”

IAB UK Digital Upfronts 2018: “It’s not just what you say, but where you say it.”

 JC Decaux’s IAB UK Digital Upfronts 2018 session, entitled ‘The Brand Gap’, focused on both the theory and the reality of successful marketing activity...

Learn more

Looking to boost your skills?

Lasting two hours each, our virtual training modules have been designed to fit into your day while you work from home and provide you with the opportunity to learn new skills and keep your team up-to-date with latest best practice.