A Growth Engine for Europe

Diario Público was founded in 2007 and in just a few years has become one of the most-read online newspapers in Spain. One of the keys to its success has been its management’s use of commerce and technology tools like DoubleClick Ad Exchange. The Ad Exchange has provided Diario Público with a bidding platform on which it sells 20% of its advertising space. Since it first started using the Google service in 2012, the paper has obtained very important advertisers and seen spectacular increases in its income. Moreover, by selling its advertising space directly without intermediaries, Diario Público can bill 40% more than it would using other systems. The additional financial support reinforces its self-sufficiency. José Vicente, Director of Business Development, explains: “Google Ad Exchange has helped us become more independent in the digital environment. It means we can continue to create, manage and sell our own content online. We’re very much masters of our own destiny.” Moreover, Diario Público can now compete on equal footing with the largest Spanish newspapers, as José notes: “Google has democratised access to technology. Now, the important thing is to use these tools more effectively than the competition to achieve an economic advantage.”