“PMPs have become the cornerstone of premium publishers’ strategies to remain relevant in online advertising,” said Jamie MacEwan, senior analyst at media analyst firm Enders. “Yields are much higher than on open marketplaces, and there is a level of client service and customization around aspects like takeovers and visibility that cannot be offered on open programmatic,” he added.
The Guardian’s programmatic ad strategy should help it compete more effectively in an increasingly automated and AI-driven ad landscape, according to MacEwan. “It [unifying operations] builds in recognition and trust in the brand, it allows for more innovation and for cut-through with clients at a time when AI buying tools risk smoothing publishers out of existence for some ad buyers.” He also said the move is a way for the Guardian to “scale up its defence” against that outcome, removing any friction that could be a competitive disadvantage in this “new operating environment.”