Pooling the Pangaea Ad Pool

April 2, 2015

In order to capitalize more on Internet ads, some of the biggest news published have pooled their resources to form the Pangaea Alliance, says Media Post in the article, “Premium Publishers Including Guardian, Reuters, FT Launch Programmatic Alliance.” The Pangaea Alliance includes CNN International , the Financial Times, The Guardian, Reuters, and The Economist. Combined all these publishers have an audience over 110 million users. The Pangaea will make ad inventory available to advertisers using programmatic buying.

All participating members will pool their audiences and share their data with each. This is very big news, considering most companies keep their customer list a secret.

“ ‘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,’ stated Tim Gentry, global revenue director at Guardian News and media and Pangaea Alliance project lead.”

Rubicon Project will power the Pangaea Alliance. The alliance feeds into the demand for premium programmatic advertising venues on a massive scale. The biggest problem it faces will be the customers. They might have a large combined clientele, but will they actually want to pay for these outfits’ information?

Whitney Grace, April 2, 2015
Stephen E Arnold, Publisher of CyberOSINT at www.xenky.com

Written by Stephen E. Arnold · Filed Under Acquisition, Advertising, News, Publishing

Comments

Comments are closed.

Search the site
Subscribe to Beyond Search
Feature archive
News archive

Stephen E. Arnold monitors search, content processing, text mining and related topics from his high-tech nerve center in rural Kentucky. He tries to winnow the goose feathers from the giblets. He works with colleagues worldwide to make this Web log useful to those who want to go "beyond search". Contact him at sa [at] arnoldit.com. His Web site with additional information about search is arnoldit.com.