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'The Guardian' Moves To Time Metric, Not Just Clicks

  • The Drum, Thursday, January 29, 2015 8:25 AM
The Guardian has overhauled its site to sell advertisers on reader attention, not clicks, in an environment designed to improve the chances of branded content being seen. The publisher, aware that it needs to prove advertising effectiveness beyond clicks, is increasingly leaning toward time-based metrics to push its inventory. Its site has been relaunched with this shift in mind, blending images, video and text in a "container" format that allows for more flexibility in terms of how content and ads are laid out online.

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