Telling it like it is: How data brought The Guardian back from the brink

This event report explains how the Guardian, the newsbrand, used opt-in data collection to improve ad targeting and boost its revenue.

Telling it like it is: How data brought The Guardian back from the brink

Jo Bowman

At a time when newsprint sales were plummeting and advertising revenue was being squeezed, Guardian News and Media was faced with a choice: evolve or die.

Andrew Rowe, head...