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The Guardian manages [at least some of their inventory] first-party. Their products and rates are refreshingly transparent. https://advertising.theguardian.com
by oliwarner 4y ago
The Guardian manages [at least some of their inventory] first-party. Their products and rates are refreshingly transparent.
https://advertising.theguardian.com/ https://advertising.theguardian.com/
They may well use backup agencies for selling unfilled slots.
- youngtaff 4y agoThis is probably The Guardian study I was thinking of https://the-media-leader.com/where-did-the-money-go-guardian-buys-its-own-ad-inventory/ https://the-media-leader.com/where-did-the-money-go-guardian... Says in the worst cases they only saw 30% of the revenue Recent studies have shown even worse results for other publishers https://whatsnewinpublishing.com/how-much-publisher-revenue-is-lost-to-ad-tech-fees/ https://whatsnewinpublishing.com/how-much-publisher-revenue-...
- oliwarner 4y agoIt says that's the worst case for programmatic buys. I don't know their business, but I suspect most of their big money ads are direct sales and they pocket the lot. It'd be interesting to break down their income by source.