Guardian and Adap.tvAdap.tv, a division of AOL Networks, say they have signed an agreement to provide a video ad private marketplace for Guardian News & Media (GNM). allowing the publisher to further monetise its video content across global markets and increase its advertising revenue from this source.

GNM have thus far eschewed a paywall in favour of an ad-funded model, and the company has been selling its display advertising programmatically for the last four years. The company also launched its own publisher trading desk last year, Response+, which is powered by MediaMath.  Response+ uses the Guardian’s unique first-party data to identify prospects for advertisers which they say performance platforms can’t identify.

Tim Gentry, Revenue Director at GNM, explained in a statemetn: “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. 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.”


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