• by Tyler Loechner  @mp_tyler, November 18, 2014

Morningstar, an investment research and management firm, is adopting programmatic sales for its UK division through a partnership with Improve Digital.

Morningstar UK will use Improve Digital’s programmatic ad platform during a six month test period, per a release. It will automate the selling of its unsold desktop display inventory during that time.

“We are keen to explore how programmatic might fit into the Morningstar strategy” stated Simon Hodge, audience communication director of EMEA and APAC at Morningstar.  “We are pleased to be using Improve Digital’s real-time advertising platform to do this in a flexible way.”