“As we look beyond a sort of a digital programmatic world that’s underpinned by cookies, it’s become really about audience. How do we reclaim some of the value that has always traditionally resided with publishers, which is about quality, context and trust? Once you begin to think of good advertising in those terms, it seemed to align our commercial interests and our values, and then it became almost unarguable that this was a commitment and a statement that we should make.”— The Guardian’s historic ban on fossil fuel ads (Heated)
Snipped from an interview with The Guardian’s interim CEO Anna Bateson in the latest Heated newsletter.
The line re: moving away from programmatic advertising resonated with me. I agree with it. I’d love to see a resurgence in direct relationships between publishers and advertisers; placement based on context, audience, and alignment.