By Seb Joseph

The Guardian has overhauled its site, trumpeting a flurry of advertising opportunities it hopes will fuel ongoing efforts to sell advertisers on reader attention not clicks, in an environment designed to improve the chances of branded content being seen.

Disillusioned with impressions and page views as measures of ad effectiveness, the publisher is increasingly leaning toward time-based metrics to push its inventory. Its site has been relaunched with this shift in mind, blending images, video and text in a “container” format that allows for more flexibility in terms of how content and ads are laid out online.

For the first time brands Read full story ›

Source: The Drum