Mail Metro Media is rewiring its commercial model around PMPs, first-party data, and a lighter ad load to build a more outcomes-driven business.
The shift comes as publishers face ongoing volatility in open-market programmatic revenue and increasing pressure from buyers to prove performance.
On sheer scale alone, you’d assume Mail Metro Media — the commercial ad arm of DMG Media, which owns the Daily Mail and Metro titles — was a textbook high‑volume programmatic machine. And yet, for years, the publisher has been driven by direct digital deals, with a split tech stack and a small programmatic team largely focused on the open market, according to its new md of advertising, Pierce Cook-Anderson.
Continue reading this article on digiday.com. Sign up for Digiday newsletters to get the latest on media, marketing and the future of TV.