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When Chris Hassell’s agency Ralph last made the trip to Cannes several years ago, building a business around branded entertainment felt like a creative experiment. Novel but niche.
Now, it feels inevitable.
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As publishers face shrinking open web opportunities, The Guardian is unifying its programmatic advertising operations to capitalize on curation and offer global buyers scale with simplicity.
The publisher announced last week that it has unified its programmatic advertising teams and operations across the U.S., U.K. and Australia — a move designed to streamline global ad buying and improve internal workflows.
The change doesn’t involve any layoffs or restructuring, but is a strategic move aligned with its wider goals to grow globally, according to a Guardian spokesperson, who said the global programmatic team consists of around 22 people.
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