Guardian Strengthens Revenue With Launch of Private
Video Ad Marketplace
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
Source : Clikz.com
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