Guardian switches U.S. ad inventory to Reuters

A British newspaper that currently uses the Valueclick network for its U.S. online ad inventory is due to switch in an attempt to grab more of the U.S. market.

by Helen Leggatt

Reuters had been chosen by British newspaper The Guardian to sell U.S.-targeted online advertising. Of the newspaper’s 18 million unique monthly online users, over a quarter (27 percent) are based in the U.S.

The website will be sold alongside Reuters.com and the recently launched Reuters Affiliate Network, a number of news sites and blogs targeted at business professionals.

Guardian.co.uk’s web inventory will be sold alongside Reuters.com and the Reuters Affiliate Network, a collection of news websites and blogs that target a valuable business audience, which has around 23 million monthly unique users.

"The Guardian has an international reputation for innovation, and we are proud to join forces on this unique effort to provide advertisers an effective way to reach the Guardian's U.S. audience," Chris Ahearn, president of Reuters Media, said in a recent statement.

"By adding the Guardian to Reuter's sales portfolio, we are continuing our efforts to provide a range of options for advertisers our growing audience of affluent business professionals."