When Trinity Mirror was bedding in programmatic ad sales technology a year ago, it felt at the mercy of adtech intermediaries. But that was before the news publisher’s acquisition of regional news group Local World, a move which has brought the new group an enhanced toolset and a new approach.

Now the dog is wagging the tail again, as Trinity Mirror uses programmatic to learn about and then re-enable direct deals with advertisers. Speaking ahead of his appearance at The Drum’s Programmatic Punch event on December 8, Trinity Mirror’s programmatic director Amir Malik, tells Robert Andrews, what’s on his Read full story ›

Source: The Drum