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.