Content Ignite grow revenue, increase actionable data and insights beating previous performance


GB News is a British free-to-air opinion-orientated news television, radio channel and digital publisher. It first went live in 2021 and is quickly growing in size and market share.


Having established itself in a competitive and hard to break into market that is dominated by legacy broadcasters, GB News needed to capitalise on its growth by taking control of its digital monetisation.  Service and revenue levels from its incumbent partner weren’t meeting expectations so the team were looking to engage with a managed ad-operations partner that could maximise revenue and provide an exceptional standard of service and consultancy.  GB News has the added complication of being intentionally disruptive in the media landscape, which has presented challenges for certain advertisers compounded by an ad boycott which was underway before the channel even launched.  GB News needed a partner to help optimise and diversify their digital revenue.


After a successful start on our In-Image product, GB News moved across to our Managed Service solution, opting to also take our Adhesion and IAB formats. With our One-Tag solution, we've built a close partnership and transparent approach to communication, guiding GB News through significant optimisations and maximising revenue. Through this positive performance, Content Ignite won the business to become the monetisation partner for its new App launch and video offerings.


GB News revenue has accelerated since implementing Fusion in replacement of its previous ad stack and set up. Monthly indirect revenue has seen more than a 60% uplift.  What’s more the Ad Operations resource provided by Content Ignite has delivered optimisation of Direct sold campaigns mid-flight improving viewability and far exceeding the clients KPI’s.  Their Contextual segmentation and targeting have ensured delivery is reliable and brand safe resulting in repeat business.


- How likely is it that you would recommend Content Ignite to another publisher? = 9/10
- How satisfied are you with Content Ignite’s Fusion Platform? = 5/5

"Content Ignite have made an impressive impact on our programmatic revenue compared to our previous partner. Making the switch was effortless and their technical and market knowledge has helped greatly improve how we monetise. We now work with CI on Desktop, Mobile Web, App and Video and are delighted with their Managed Service offering. I would highly recommend CI to other publishers."

Walton Musgrave, Head of Digital Advertising Sales, GB News

Products & Services Used

  • Managed Ad Operations
  • Programmatic Demand
  • Contextual


  • Increased Efficiency
  • Instant Revenue Growth
  • All Format Monetisation

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