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