Guardian News & Media (GNM) has introduced a single platform to support both its digital and print advertising operations as part of its move to a digital-first strategy.
It follows a similar move by News International, which has adopted a self-service platform for ads, much like Google or Facebook, to help streamline selling for both online and offline low-cost, high volume ads.The publisher has started to implement the Operative.One platform, which offers ad trafficking, serving, campaign management and billing reports.
Andy Beale, technology director at GNM, described the platform as the missing piece in the jigsaw puzzle.
“It allows us to process orders from clients no matter whether it’s a straight-forward ad in the paper, a digital ad on the website, a sponsorship deal or joint venture,” he said. “Our old system was split between print and digital. Now it’s in line with our strategy. The sales team get more dynamic information on inventory, which they can share with clients.”
Beale said the publisher plans to run its entire print and digital media businesses across the Operative platform by April. Operative’s clients include The Wall Street Journal, MSN and NBC Universal.
