The Guardian

Guardian Strengthens Revenue With Launch of Private Video Ad Marketplace

  |  January 14, 2014   |  Comments

UK- based Guardian News & Media (GNM) has signed a deal with AOL Networks’ video ad platform, Adap.tv, to provide a private video ad marketplace for the publisher. The company will sell video ad inventory programmatically to select trading desks and agencies.

UK- based Guardian News & Media (GNM) has signed a deal with AOL Networks’ video ad platform, Adap.tv, to provide a private video ad marketplace for the publisher. The company will sell video ad inventory programmatically to select trading desks and agencies.

GMN has been selling its display advertising programmatically for the past four years but this will be the first time that the publisher moves into the video space. The move is hoped to allow the Guardian to monetize video content as it expands into global markets and further increase ad revenue.

"We have always been fairly brave around programmatic trading, adopting it from the early days in the belief that it offers advantages of ease and efficiency for buyers and sellers. Introducing a private marketplace for video with Adap.tv was the next logical step," says Tim Gentry, revenue director, GMN.

According to reports, the marketplace will initially be limited to GNM’s international traffic but may be extended into the UK market eventually. This is mutually beneficial to Adap.tv who may be able to leverage the global opportunity and become more visible in markets such as Europe and Asia. The marketplace will also be aimed at capturing value from large global events such as the World Cup and the Olympics.

"Our clear commercial vision means that we are committed to our advertising model and making sure it works for all parties. As a result, advertisers find it highly compelling,” says Gentry.

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ABOUT THE AUTHOR

Melanie White

Melanie White is the Editor of ClickZ, where she has worked since July 2012. White has been with Incisive Media (ClickZ's parent company) since 2009 where she was Deputy Editor/ US Editor for one of the financial risk management titles, International Custody and Fund Administration (later Custody Risk).

In addition, White worked on FX Week where she was a Senior Reporter. She has also worked and contributed to a number of other titles, including The Accountant, International Accounting Bulletin, the New York Post, Independent Magazine (UK), as well as the broadcast title Sunday Live with Adam Boulton at Sky News.

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