'Guardian Programmatic Audiences' debuts with Eurostar & iProspect

Guardian News & Media has partnered with Eurostar and iProspect to launch 'Guardian Programmatic Audiences' - a data proposition bringing premium publisher audience targeting to the programmatic marketplace.

For the first time, Guardian audience intelligence will be decoupled from a Guardian inventory buy and will empower programmatic partners to deliver smarter, more effective campaigns targeted across their choice of media.

According to the Guardian, the initiative aims to set a new bar for programmatic targeting by "providing the highest quality, scalable, current and transparent data sets on the market". The proposition comprises of two complementary data options; pre-defined and advanced custom audiences.

The pre-defined option delivers a range of demographic, interest (e.g. luxury travel) and persona-based (e.g. business decision makers) targeting options to buyers. The advanced custom audience option leverages data science to deliver bespoke and self-optimising audience segmentations to individual advertisers. These segments can be layered to maximise impact, sharpen targeting and increase campaign ROI.

The Eurostar campaign seeks to deliver improved ROI as part of its continuous 'always on' digital acquisition to reach new customers. Running multi-market campaigns, Eurostar use a variety of data sources in order to identify intent for travel and closely monitor the success of each source. Results from this campaign have driven a 30% increase in ROI and campaign effectiveness through the same level of spend on third party data.

Lionel Benbasset, Eurostar's head of marketing & brand, said: "At Eurostar we love to challenge the way we do things. This partnership has enabled us to reconsider how we buy data for our 'always on' digital acquisition campaigns, offering us a far greater degree of transparency than has been possible before and our audience a more relevant message. The increases we have seen in ROI and transaction value are testament to the power of quality publisher data in reaching new audiences and we look forward to seeing where this can take us in the future."

Daniel Spears, Guardian News & Media's programmatic director, commented: "Once again the Guardian sets the industry pace for its application of data intelligence and technology. Guardian's Programmatic Audiences answers an industry need for clear, up-to-the-minute, quality data that can power campaigns across all forms of media and show significant ROI and impact. The campaign with Eurostar has really shown the potential of this proposition and we’re delighted to be ahead of the pack and rolling out more campaigns with a range of top brands and agencies."

Martin Vinter, iProspect's head of bought media, added: "At iProspect we're always striving to deliver innovation for our clients and working with the Guardian to deliver this Eurostar campaign is a fantastic example of this. By building the campaign based solely on the quality of the Guardian's publisher audience data, rather than on inventory, we have delivered a highly effective campaign generating fantastic results for our client. Already, we've seen an increase in ROI of 30% and believe it will help pave the way for a new data marketplace to emerge."

Advertisers will be able to use the data on a campaign-by-campaign basis through the Guardian and its agency partners. All data sets are fully privacy compliant and in line with the data protection act as aggregated, anonymised audiences within which there is no personally-identifiable user information, according to the Guardian.

Also this week, the Guardian announced the creation of a virtual reality project team led by Francesca Panetta, executive editor, virtual reality and Adam Foley, commercial strategy director. Read more here

by Jessie Sampson 03/10/16

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