How OMD and the Guardian used Programmatic Guaranteed
increased efficiency for their direct deals.
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Case Study
How OMD and the Guardian used Programmatic
Guaranteed to increase efficiency for their
direct deals.
Tags
Display & Video 360
OMD builds data-driven strategies based on deep
insights about their audiences. Too often,
however, they can’t bring the power of that
data to campaigns booked through direct
reservation. At The Guardian, advertising helps
fund quality journalism, but not at any cost -
it needs to match the values they share with
their readers. Traditional direct reservations
give them that control - but at the cost of
manual workflows and limited access to
programmatic budgets. As buying behaviours
evolve, both advertisers and publishers are
looking for ways to streamline processes,
foster easier access, and drive more holistic
allocation of media budgets. For OMD and The
Guardian that means using Programmatic Guaranteed.
Watch the video below to learn how advertisers,
agencies and publishers are using Programmatic
Guaranteed for the management and execution of
direct deals, with the efficiency of a
programmatic workflow.
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