News UK, Guardian News & Media and The Telegraph have joined forces to launch The Verified Marketplace, a premium publishers’ marketplace for outstream video ad inventory.
The Verified Marketplace will be the exclusive place to collectively buy desktop and mobile outstream video inventory on the Guardian, The Telegraph, The Times, The Sunday Times and The Sun – guaranteeing quality content and environments for advertisers with a potential audience of over 39.4M million unique users. The marketplace will offer outstream video inventory via the UnrulyX platform.
The marketplace aims to meet the increasing demands of the ad industry for high-quality video ad formats on trusted, brand-safe sites with the ease and precision targeting of programmatic buying. Quality will be independently verified by Integral Ad Science and MOAT.
Advertisers will be able to access this scaled, premium video opportunity through a dedicated Unruly team.
Hamish Nicklin, Chief Revenue Officer, Guardian News & Media, said:
“There is a clear demand from advertisers for high quality video inventory and greater media collaboration to make buying easier and more effective. The Verified Marketplace is a significant step towards giving advertisers access to some of the very best video ad formats online, and providing more certainty around brand safety and viewability. We look forward to testing this new proposition and working with the industry to deliver the best in digital advertising.”
Ben Walmsley, Digital Commercial Director, News UK, said:
“With the introduction of The Verified Marketplace we have created a safe medium for advertisers who want to access verified inventory at scale. It is an encouraging development from the newsbrands that will give advertisers access to quality audiences on one single platform.”
Dora Michail, MD of Digital, The Telegraph, said:
“The Verified Marketplace provides us with a new, safe and innovative way to deliver branded video content. Our influential consumers are highly sought-after audiences for the UK’s most premium brands.”
Jason Trout, Unruly’s EMEA MD, said:
“This new exclusive marketplace will deliver high-quality ad formats and peace of mind to advertisers at a time when trust in the programmatic ecosystem has never been lower, solving the problem of scarcity of genuinely premium, verifiably brand safe and viewable video environments.”
Robin O’Neill, Manager Director, Digital Trading GroupM, said:
“At Group M we have long believed in the many positive benefits associated with professionally produced, high-quality content for our clients advertising campaigns. We also require the ability to independently verify delivery and performance of campaigns.
“The Verified Marketplace delivers both of these in allowing easy access to video inventory at scale, in a range of iconic titles and we are fully supportive of this initiative. Group M will continue to push for greater levels of collaboration from publishers in order to bring our clients quality media with the ability to transact at scale”
The collaboration comes after research increasingly shows that newsbrands deliver the most impactful digital ad campaigns – including recent research by Peter Field / IPA that proved that video ads run on trusted news titles are 43% more likely to deliver market share growth, while 55% of programmatic decision makers will put more pressure on tech partners to proactively screen for fake news according to research by BrightRoll.
Advertisers can email Unruly’s commercial team at VM@unrulygroup.com to access The Verified Marketplace.
For more information please contact:
Phone: 020 7931 3856
Guardian News & Media
Phone: 020 3335 32219
Phone: 020 7782 8000
Phone: 07967 663647
Notes to editors:
About The Telegraph
The Telegraph’s mission is to deliver quality, trusted, award-winning journalism, 24 hours a day and across all the platforms our customers use – digital and print. Our portfolio includes The Telegraph website and app, The Daily Telegraph and The Sunday Telegraph print titles and The Telegraph Edition app.
Recently named as the UK’s leading quality news brand, our digital content reaches more than 27 million users across the UK (UKOM MMX MP).
About News UK
News UK is home to some of the biggest and most popular British newspapers and reaches more than 62% of the UK’s total adult population. Across print and digital, The Sun, The Times and The Sunday Times’ combined monthly audience is 32.8m readers. The Times and The Sunday Times are the world’s best-known quality newspapers, and The Sun remains the most read British print newspaper with more than 3.5 million readers each day. It also boasts 87 million total monthly unique browsers.
While our papers have individual identities that reflect their different heritage, all look to break the most important stories, inform our readers, champion them and the causes closest to their hearts, and help them make sense of the modern world.
About Guardian News & Media
Guardian News & Media (GNM) publishes theguardian.com, one of the world’s leading English-language newspaper websites. Traffic from outside of the UK now represents around two-thirds of the Guardian’s total digital audience. In the UK, GNM publishes the Guardian newspaper six days a week, first published in 1821, and the world’s oldest Sunday newspaper, The Observer.
The Guardian is renowned for its agenda-setting journalism including, most recently, the Paradise Papers and Panama Papers investigations as well as the Pulitzer Prize and Emmy-winning NSA revelations.
Unruly gets videos seen, shared and loved across the open web for brands that want to move people, not just reach people.By bringing emotional intelligence to digital advertising, we help 91% of Ad Age 100 brands inform and inspire 1.44bn people around the world, using polite outstream formats on sites that people love. UnrulyX, the viewable video SSP, creates better ad experiences for consumers, improved brand outcomes for advertisers and increased revenues for top-flight publishers.
Emotion matters in marketing. Emotion creates values and sets preferences. Inspires action. Drives sales. Unruly has a decade’s data of consumer responses to video and uses that to hone content, model audiences and deploy ad dollars in ways that heighten emotional response and maximise brand impact. Unruly was founded in 2006 and acquired by News Corp (NASDAQ: NWS, NWSA; ASX: NWS, NWSLV) in 2015. With 300 Unrulies across 20 locations worldwide, our super power is emotional intelligence and our secret weapon is passionate people on a mission to #DeliverWow.