Teads has struck an exclusive UK and EEA partnership with Guardian News & Media (GNM) to deliver its inRead advertising technology. inRead is Teads’ flagship ad format, where advertising content is inserted into editorial content. It comes in a variety of flavours, including inRead Video, 360, Swing, Carousel and Live, where live content is streamed to the ad unit.

Teads’ global platform will enable GNM to scale its online inRead inventory, whilst increasing video and display ad monetization through both its direct sales team as well as Teads demand. Initially this will cover browsers on mobile and desktop, before extending to in-app later in 2019.

The Guardian deal follows partnerships announced by Teads in 2018 with the BBC, The Economist and VICE Media. Teads’ platform that now reaches over 1.5bn people across the globe every month, including 44.2m in the UK.

“In-read video and display provides advertisers and publishers with engaging, creative and non-intrusive ad formats,” said The Guardian’s chief revenue officer, Hamish Nicklin. “We’re happy to be working with Teads as part of our overall strategy to ensure brands have access to our quality environment and progressive audiences.”