The document discusses how real-time advertising is changing media and outlines some of the key evolutions and challenges with programmatic advertising. It discusses how the Guardian is responding by focusing on attracting valuable progressive audiences across platforms and leveraging their open journalism approach. The future will require understanding audiences rather than platforms and winning through quality research and insight into multiscreen behaviors.

1. ARE ADVERTISERS READY FOR THE
REAL-TIME REVOLUTION?
HOW REAL-TIME ADVERTISING IS CHANGING MEDIA
#REALTIMEREV

2. 2guardianmedia audiences not platforms 22
Programmatic Journeys
Tim Gentry, Global Revenue Director.

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Our open approach to journalism
Digital first, collaborative & Open Journalism

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Agenda setting journalism

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Attracting the Progressives
Valuable audiences

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The growth of Programmatic spend

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Evolution of Programmatic

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Evolution of Programmatic
Ad
Formats
Data
Targeting
Context
Cross
platform
vs. solus
desktop
Native &
Social
Media

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Guardian Response +

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Guardian Labs

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Engagement & Activation
The Guardian
Audience
The Progressives
Labs & ANP Based
Campaigns
Attract different
segments of the
Progressive audience
Guardian Provide Data to
Trading Desks
These audiences are amplified
across 3rd party sites

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Future Challenges
The future of programmatic

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Future Challenges
Audiences not platforms
Winner
Research and
Insight
Award
Winner
Multiscreen
research
award
Powered
By:
Modelled To:

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Future Challenges
Understanding our reader’s habits and behaviour

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