pangea alliance

News publishers are famously competitive. So why would they team up to sell advertising? Because, in a world of opportunity, sometimes you need to partner to grow, says Rubicon Project’s chief marketer. “We’ve seen it primarily outside the United States but also inside the United States with local papers,” Mari Kim Novak tells Beet.TV. Co-ops are alliances – […]

LONDON — Back in March, The Guardian and four other UK publishers with global ambitions announced they were forming the Pangea Alliance, a shared scheme to pool first-party ad data for ad buyers to target their combined 110 million users in a “programmatic”, or automated fashion. In beta testing since, now the alliance – which numbersThe Guardian, CNN International, the […]

AUSTIN — Earlier in March, The Guardian announced it was leading a coalition including CNN International, the Economist the Financial Times and Reuters to pool their ad inventory for programmatic international sale. The exec whose company powers the so-called Pangea Alliance says such comings together, once considered rare in the cut-throat world of media, are beneficial. “(In advertising), there’s […]

LONDON — News publishers traditionally like to keep hold of their own ad sales operations, selling advertisers on their own unique contextual properties. But now we are seeing some of them warm not only to programmatic mechanisms but also to collaborative working. The Guardian, CNN International, the Financial Times and Reuters are together forming the […]