Expansion Planned for Guardian’s Programmatic Alliance w/ CNN Intl, Economist, Financial Times and Reuters, via Rubicon Project Platform

LONDON — Back in March, The Guardian and four other UK publishers with global ambitions announced they were forming the Pangea Alliance, a shared scheme to pool first-party ad data for ad buyers to target their combined 110 million users in a “programmatic”, or automated fashion. In beta testing since, now the alliance – which numbersThe Guardian, CNN International, the […]


CNN, the Economist, Financial Times, Reuters, the Guardian Join Programmatic “Coop” powered by the Rubicon Project, Jay Sears explains

AUSTIN — Earlier in March, The Guardian announced it was leading a coalition including CNN International, the Economist the Financial Times and Reuters to pool their ad inventory for programmatic international sale. The exec whose company powers the so-called Pangea Alliance says such comings together, once considered rare in the cut-throat world of media, are beneficial. “(In advertising), there’s […]


Publishers’ Pangea Alliance Taps Rubicon To Pool Programmatic Inventory

LONDON — News publishers traditionally like to keep hold of their own ad sales operations, selling advertisers on their own unique contextual properties. But now we are seeing some of them warm not only to programmatic mechanisms but also to collaborative working. The Guardian, CNN International, the Financial Times and Reuters are together forming the […]


Guardian’s Cordrey On News Readers’ Daily Rhythm

LONDON — Users’ news consumption habits are shaped by their devices and the time of day, says Guardian chief digital officer Tanya Cordrey. “In the morning, smartphones completely rule as people snack on bits of content before they go to work,” Cordrey tells Beet.TV. “At lunchtime, we see a huge pickup on desktop traffic. By […]


Guardian Digital Gains Offsetting Print Decline

LONDON — Guardian News & Media is getting set to report that digital publishing revenue is helping make up for print revenue that is shrinking, according to the group’s commercial director. “This year, when we report our results in July, we’ll say that, for the second year in succession, the growth in digital has exceeded the […]


Quality Is Essential for Branded Content: Guardian’s Watkins

LONDON — High quality and plenty of integrity are important for brands and publishers working together on commercial editorial, says the executive who launched The Guardian’s branded content division this spring. “The most critical thing is to ensure that the caliber of the content, if it is branded, is of such a high standard that […]


Guardian Uses ‘Attention Analytics’ To Amplify Content

LONDON — If “data is the new oil“, The Guardian is sitting on a well. The news publisher has built its own in-house analytics platform, dubbed “Ophan”, to measure dozens of metrics for thousands of stories, chief digital officer Tanya Cordrey tells Beet.TV. “It shows the performance of our content at any moment of any […]


Guardian Preparing To Go Fully “Responsive”

The Guardian will soon overhaul its website to ensure ads, as well as editorial, adapt to work across the multitude of devices consumers use. The publisher first launched a “responsive design” site in 2012 – a tactic a growing number of operators are using to guarantee pages can render flexibly across different screen sizes. But The […]


Video Ad Formats ‘Still Not Suited To Multi-Platform’

LONDON — The industry is still not configured to easily producing online advertising that works across digital screens, a panel convened by Beet.TV agrees. Unlike Scandinavia, where 90 percent of pre-roll ads last a mobile-friendly 12 to 15 seconds, most UK pre-rolls are dumped from existing 30-second TV spots, sports video firm Perform Group’s UK […]


Guardian’s Gentry: Programmatic Can Be Best For Video

LONDON — A year that started with lingering suspicion from publishers that programmatic ad selling would devalue their inventory is ending with far wider premium publisher acceptance of this collection of technologies. News Corp and The New York Times are now selling in this way, and The Guardian, too, has launched its own Response+ trading […]


The Guardian Now More Popular In US Than UK

LONDON — It started out as The Manchester Guardian in 1821 and had since become a national newspaper. But, this fall, The Guardian crossed another geographical rubicon – it became more popular in the US than its native UK. “Since we moved to theguardian.com, the US audience is bigger than the UK audience,” Guardian News […]


Guardian’s Gentry: MediaMath Turns Rivals’ Readers In To Our Eyeballs

LONDON — While many news publishers have eyed the rise of so-called “programmatic” automated online ad trading with skepticism, Guardian News & Media has “embraced” the approach for four years, says revenue director Tim Gentry. The latest example is the deal Gentry signed with ad tech vendor MediaMath last month creating Response+, a trading desk which […]