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Guardian, CNN, FT, Reuters join hands to launch Pangaea

Pangaea is programmatic advertising alliance that will allow brands to collectively access approximately 110 million user-strong audience made up of highly influential individuals

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Guardian, CNN, FT, Reuters join hands to launch Pangaea

Guardian, CNN, FT, Reuters join hands to launch Pangaea

Pangaea is programmatic advertising alliance that will allow brands to collectively access approximately 110 million user-strong audience made up of highly influential individuals

BestMediaInfo Bureau | Mumbai | March 25, 2015

Pangaea-logoFour prominent publishers have got together to unveil the Pangaea Alliance. Described as a new digital advertising proposition that will allow brands to collectively access a highly influential global audience via the latest programmatic technology, the alliance is being launched in beta from April 2015. Spearheaded by The Guardian, Pangaea brings together CNN International, the Financial Times and Reuters as founding partners, with The Economist also providing access to advertising inventory.

The alliance will offer advertisers the ability to access inventory across the group of premium publishers via the Rubicon Project technology platform. 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.

Tim Gentry, Global Revenue Director at Guardian News & Media and Pangaea Alliance Project Lead, said, “As the world becomes more complex and networked, Pangaea will give advertisers one single programmatic solution for driving influence at scale, allowing them to get cut-through in an increasingly fragmented market using the latest ad serving technology. Pangaea's uniqueness lies in the quality of its partners. 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, which are geared towards delivering cutting-edge creative campaigns in technically advanced formats.”

A statement issued by the alliance informed that by working together to share data and formats, these traditionally competitive organisations are able to offer brands bespoke automated advertising solutions, which complement the publishers' existing digital commercial proposition.

Pangaea will deliver a reportedly 110 million user-strong audience reach made up of highly influential and affluent individuals. Pangaea's global reach is spread across North America, Europe, the Middle East and Asia Pacific. Pangaea also aims to allay advertisers' concerns about the 'black box' of programmatic spending – brands can be safe in the knowledge their creative is appearing next to quality content.

The statement further informed that with partners sharing their first-party data, Pangaea will also offer advertisers the unique ability to understand an audience like never before, delivering hyper-targeted campaigns and deeper connections with readers. Ads will work seamlessly across all the publishers, and advertisers will be able to liaise with just one point of contact for all publishers within the alliance.

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, meaning advertisers will have one port of call for all their Pangaea needs.

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