Guardian News & Media adds Improve Digital to programmatic partners list

Improve Digital has struck a deal with Guardian News & Media to use the former’s supply-side platform (SSP) as the publisher intends to improve monetization efforts beyond UK shores.
As part of the deal, Netherlands-based Improve Digital will use its SSP 360 Polaris to monetize The Guardian’s display advertising inventory. The available inventory includes open RTB and Deal_ID’s for display, and rich media formats across multiple global markets.
The announcement comes at the