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 […]


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 […]


The Guardian Inks Pact With AOL’s Adap.tv Unit for Private Video Exchange

U.K. publisher The Guardian has an agreement with video ad tech provider  Adap.tv for a platform to sell video inventory to select advertisers in an automated, private exchange, explains Tim Gentry, Revenue Director of the Guardian in this interview with Beet.TV He explains the value of such a platform for the publisher which produces a […]


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 […]