Tead’s will supply The Guardian’s outstream video advertising in the UK and Europe.
According to Campaign, the deal will enable The Guardian to increase its video and display ad monetisation through its direct sales team and via Teads.
Outstream video ads (called inRead by Teads) appear in an article and auto-play, but are less invasive than pop up ads or ads that block the screen.
For the time being, the deal will cover ad inventory on mobile and desktop browsers, before expanding into app later in the year.
Hamish Nicklin, chief revenue officer at The Guardian, said: “inRead video and display provides advertisers and publishers with engaging, creative and non-intrusive ad formats. We’re happy to be working with Teads as part of our overall strategy to ensure brands have access to our quality environment and progressive audiences.”