The Guardian is consolidating its programmatic advertising operations across the U.S., U.K., and Australia to enhance ad buying simplicity for global advertisers. This strategic unification aims to reduce fragmentation and improve internal workflows, providing a single access point for buyers. The initiative does not involve layoffs and is seen as part of the company's overall global growth strategy. With a substantial user base of approximately 63 million monthly visitors, the goal is to better serve advertisers by offering streamlined communication and campaign execution across markets.
Advertisers don't want three different meetings with three different people being told three different products at different prices, different ways to execute it. We'd turn anyone off with that.
We're giving them three doors right now, and that's probably making life too difficult for them. We have over 9 million daily users globally, but how do we unlock that scale for buyers?
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