The Guardian shares audience data externally
The Guardian, like a small number of other publishers, has recognised the revenue opportunity of allowing advertisers to utilise their online audience data on inventory outside of their own. This data is gathered from indicators such as content read, site navigation, incoming search terms and logged in profile information. It adds up to 200 million data points per month giving them a detailed picture of their user base.
To date, this audience data has been used to execute advertising campaigns across their inventory and to target relevant internet users with their content driving Guardian site visits. However, with select test advertisers, they have now sold the layering of their data to programmatic inventory buys outside of the Guardian. Both off-the-shelf and bespoke audience data packages are likely to become available once testing is complete. This will give advertisers the ability to target the Guardian’s ‘Culture News’ readers, for example, not on the Guardian website but on any other programmatically bought inventory available.
All Response Media Viewpoint
We’re pleased to hear that quality publishers such as the Guardian are taking this bold step. They recognise that in this B2Me programmatic marketing era, the user data you’re targeting can be just as important as the inventory you’re targeting them on. The Guardian is generating an additional revenue stream, appealing to both new and existing advertisers. Yes, there will always be brand advertisers that seek the premium publisher environments. But, audience data buying will open up the opportunity for those seeking response to target the key audience on more general, less competitive inventory. Third party data buying can be somewhat of a minefield, with quality, scale and pricing all posing challenges. Data such as the Guardian’s, with its known source and validity, will be a welcomed addition to our programmatic buying arsenal.