By: Chris Smith | Digiday
As newspapers try to find their way forward in digital media, two U.K. rivals have found it better to collaborate.
Guardian News & Media is teaming up with The Telegraph Media Group to roll out the second iteration of its “Audiences not Platforms” planning tool, according to a report by Campaign. The tool will enable ad buyers to book campaigns according to more granular audience segments across both publishers’ properties. It is meant to be an answer to the pressure both publishers feel from programmatic advertising, which is premised on efficiency and fine-tuned audience targeting.
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