Four leading online publishers have forged a digital advertising deal in an effort to take back control over their programmatic ad sales and offer brands access to a network of premium inventory.
The Guardian, CNN, the Financial Times and Reuters have formed the Pangaea Alliance to pool their digital ad inventory that reaches a combined 110 million readers online globally.
“Pangaea’s uniqueness lies in the quality of its partners,” said Tim Gentry, global revenue director of Guardian News & Media, publisher of the Guardian, which is leading the initiative. “We know that trust is the biggest driver of brand advocacy, so we have come together to scale the benefits of advertising within trusted media environments.”
The alliance is set to launch in beta in April and will the ad technology will be powered by the Rubicon Project and managed by a central team that includes members from each publisher. The publishers will share first-party in a central data management platform to give advertisers a unique set of insights and targeting capabilities.
During the beta phase Pangaea will offer display solutions both as a standalone product and alongside existing publisher initiatives including native advertising programmes and publisher trading desks.
The publishers expects that by full launch later this year, the Pangaea Alliance will have its own sales team for advertisers to work through.
The hope is that by pooling their audiences together, these publishers can better compete with audience giants like Facebook and Google — giving advertisers reach, while maintaining a high level of inventory quality. That quality guarantee plus greater reach should help the alliance attract brands, and at higher CPMs across the network, which will likely expand beyond the four launch partners.
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