• by Tobi Elkin  @tobielkin, December 1, 2016

Sonobi, a provider of technology for people-based marketing, on Thursday announced a partnership with Guardian Media Group, which has selected Sonobi as its header bidding provider.

The announcement was made during Sonobi’s Premium Programmatic 360 Conference.

Sonobi said it was chosen by Guardian due to its server-to-server technology and ability to work directly with buyers to negotiate and activate media campaigns.
In addition, Guardian selected Sonobi to help it manage audience monetization within a people-based advertising context.

"The industry has raced to adopt a poorly designed solution with browser-based header wrappers. They are bad for the user experience, and bad for publisher yield. Our partnership with Guardian Media Group represents the first major installation of a server-to-server header manager, and this is a game-changer. Publishers can now confidently manage multiple partners without creating yield loss issues and ultimately a terrible experience for the user," John Donahue, chief product officer, Sonobi, told Real-Time Daily via email.

Tony Katsur, president of Sonobi, said that Guardian Media Group and Sonobi are looking to build transparency, grow direct audience selling, and people-based marketing.

Guardian Media Group will be working with partners including Rubicon Project, Facebook, and other suppliers through Sonobi’s technology, which uses server-to-server integrations.