CNN, The Financial Times, Reuters and The Guardian, along with Economist will create programmatic partnership called Pangaea Alliance allowing brands to reach their audience of 110 million users. This will allow brands to advertise using programmatic technology.
Pangaea’s reach will span readers across North America, Europe, the Middle East and Asia Pacific.
The beta phase of the Pangaea Alliance will be managed by a central team which includes commercial leadership and operational resource from all the member publishers. On full launch, later this year, Pangaea will be managed by its own sales team.
Other publishers that have attempted such a move include one by New York Times, the Tribune, Hearst and Gannett, created in 2011 - QuadrantONE – but was later closed in 2013, according to an AdAge article.
In Australia, the Alliance will reach a 2.4 million unique audience, said the release, making it just behind the Daily Mail Australia and close to the size of the smh.com.au and news.com.au (Nielsen Feb 2014, monthly unique audience, hybrid data February, 2015).
The Guardian Australia commercial team are also in advanced discussion with local inventory partners to develop the scope of the alliance even further for Australian advertisers.
Guardian Australia will also act as lead vendor in Australia and New Zealand supported by the central team for operations, implementation planning and campaign management.
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