Yahoo DSP and the Guardian have a new partnership to give advertisers direct and efficient access to the Guardian’s digital inventory.
Enabled through Yahoo Backstage, the partnership provides a more streamlined way for advertisers to access and activate against the Guardian’s inventory. Through Yahoo DSP, buyers can discover, activate and optimise campaigns within a unified platform. It aims to enable more efficient supply paths and stronger performance across news environments.
The Guardian reaches 122 million unique viewers globally monthly with journalism spanning politics, culture, sport and the environment.
As advertisers place greater emphasis on quality environments and transparent supply paths, the partnership reflects a broader shift towards more direct relationships between publishers and demand platforms.
The Guardian vice president of revenue operations and strategy, Dave Strauss said: “Trusted journalism thrives when advertisers can confidently invest in quality environments,”
“Our collaboration with Yahoo helps us provide our readers with high-quality advertising content that is both relevant and aligned with the standards our audiences expect.”
Yahoo UK managing director, Tom Curry said : “Premium inventory only delivers real value when it’s easy to access and activate effectively. As advertisers look for greater clarity and control, reducing unnecessary complexity in how they buy becomes increasingly important.
Bringing the Guardian into Yahoo DSP is part of that shift, creating a more direct and transparent way to connect with high-quality audiences while delivering more consistent outcomes for advertisers.”
The integration is live for advertisers in Australia across the Guardian’s Australian platform.
