Two years after Diageo told media owners it plans to get stricter on who it buys ads from, the stance has left the advertisers with fewer publishers to buy them from.

Diageo’s reduction of long-tail publisher partners was intended to keep its ads in safe, exclusive environments where it has more control, in what it calls its “trusted marketplace.” The move aims to give Diageo a better understanding of the publishers it wants to buy from as it has never bought ads from a long list of sites. Reducing publishers isn’t the main goal of the marketplace.

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