Real Time Advertising: The Guardian, The changing face of the programmatic publisher

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The changing face of the programmatic publisher, by Tim Gentry, Revenue Director, The Guardian

Presented at MediaSense's #realtimerev event in London, May 2014
www.media-sense.com

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Real Time Advertising: The Guardian, The changing face of the programmatic publisher

  1. 1. ARE ADVERTISERS READY FOR THE REAL-TIME REVOLUTION? HOW REAL-TIME ADVERTISING IS CHANGING MEDIA #REALTIMEREV
  2. 2. 2guardianmedia audiences not platforms 22 Programmatic Journeys Tim Gentry, Global Revenue Director.
  3. 3. 3 Our open approach to journalism Digital first, collaborative & Open Journalism
  4. 4. 4 Agenda setting journalism
  5. 5. 5 Attracting the Progressives Valuable audiences
  6. 6. 6 The growth of Programmatic spend
  7. 7. 77 Evolution of Programmatic
  8. 8. 8 Evolution of Programmatic Ad Formats Data Targeting Context Cross platform vs. solus desktop Native & Social Media
  9. 9. 9 Guardian Response +
  10. 10. 10 Guardian Labs
  11. 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. 12. 1212 Future Challenges The future of programmatic
  13. 13. 13 Future Challenges Audiences not platforms Winner Research and Insight Award Winner Multiscreen research award Powered By: Modelled To:
  14. 14. 14 Future Challenges Understanding our reader’s habits and behaviour
  15. 15. 15

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