Guardian makes move to go beyond cost-per trading with ‘more transparent’ time-based buying

The Guardian is piloting a time-based display campaign in a move that could pave the way for advertisers to buy campaigns based on time rather than impressions in the future.
The publisher has partnered with creative media agency UM London to deliver the pilot campaign, which will feature an ad for the Economist and will deliver ads in time slots ranging from ten to 30 seconds. A call-to-action will direct readers towards a bespoke hub where readers can access Economist content and subscribe.
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