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The Guardian Case Study

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The Guardian has embraced the programmatic challenge head on

With multiple sites, platforms and a publisher trading desk, the team is truly leaning into the future to leverage the unique attributes of its audience and extract maximum value from the market.

However, with multiple monetization partners across the stack, it was time consuming and carries a high risk of error to have to log into each partner’s interface, extract, map and analyze the data with varying degrees of standardization.

The Background in numbers

0
M
Unique Browsers Worldwide
0
M
UK Monthly Cross-Platform Reach
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We help them to

“Using Adomik cross-stack analytics has helped illuminate our stack by consolidating our programmatic data into a single source, which enables us to make smarter and quicker decisions”

Challenge

An inventory full picture

The Guardian team relies on data from numerous programmatic partners to give them a full picture of how their inventory is monetized. It is vital that there is a single source of truth which can provide consistent data that can be used to make more well-informed decisions, make data accessible to the relevant stakeholders, and to help them assess their position in the market.

However, with multiple monetization partners across the stack, it was time consuming and carries a high risk of error to have to log into each partner’s interface, extract, map and analyze the data with varying degrees of standardization.

“Using Adomik over stack analytics has helped illuminate our stack”

adomik yield illustration for whoKarwai Low
Programmatic Platform Manager
The Guardian

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Solution

What was achieved

The Guardian has been using Adomik’s CrossView
and MarketWatch since October 2016

More revenue
Increase in revenue by being able to effectively optimize the monetization of their inventory

Improved transparency
Improved transparency by being able to provide better insights back to buyers

More efficiency
Increase in efficiency by reducing risk of error and troubleshooting time

Better package inventory
Understand its key buyers to better package inventory and build stronger relationships with their clients

Evaluate positioning
Evaluate their position in market using Adomik’s MarketWatch benchmarking tools

Alerts
Identify anomalies in trends which can then be acted upon

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