By opening up its inventory to the OpenX Ad Exchange, The Guardian will be in a position to further maximise the monetary value of its assets to 150 million monthly desktop and mobile users worldwide by utilizing one of the industries most transparent marketplaces for buyers and sellers.
Jason Fairchild, co-founder and chief revenue officer at OpenX, said: “We have had extensive conversations with The Guardian to understand their programmatic aspirations and concerns and we share their deep commitment to quality. We pride ourselves on our transparency and open lines of communication with both the publishers and the advertisers we work with and we have full confidence this partnership will yield significant outcomes.”
The partnership will see OpenX become a partner that will deliver programmatic direct solutions for The Guardian; including offering buyers access to The Guardian’s premium inventory via private marketplaces (PMPs).
The tie-up follows a public parting of ways between The Guardian and Rubicon after the media title launched a lawsuit alleging that the ad tech firm had failed to disclose all fees earned from advertisers appearing on the publishers site.