""Revenue was up more than 40% year over year in February, and none of that was driven by traffic. The lift is coming from CPMs, both in the open auction and through PMPs.""
""It's very much a rising-tide effect. As we lean into PMPs and curated marketplaces, that demand helps support pricing in the open auction.""
""We've become a purely data-driven business. Every day, we're tracking programmatic performance, and if something breaks, the right teams get alerted immediately.""
""For publishers that have leaned on traffic gains to offset programmatic headwinds, the Guardian US offers a different playbook: Focus less on volume and more on the value of each impression.""
The Guardian US achieved a 44% increase in programmatic revenue in February, attributed to higher effective CPMs rather than increased pageviews. This growth occurred despite challenges in the market due to AI-driven changes in search behavior. The publisher's strategy involved a shift towards daily data monitoring and real-time performance tracking, allowing for immediate alerts on issues. This approach emphasizes the importance of the value of each impression over sheer traffic volume, offering a different strategy for publishers facing programmatic challenges.
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