- A handful of leading news publishers have banded together to form a programmatic ad network, called Pangaea, to deliver premium ad inventory.
- Advertisers will now be able to utilize automated buying technology to purchase ads across online properties at The Guardian, CNN International, the Financial Times, Reuters, and The Economist.
- The ad technology for the project is powered by the Rubicon Project, will launch in beta in April and pool data from each publisher's audience to aid targeting.
The alliance serves to help publishers deliver premium inventory at a larger scale, which advertisers have become accustomed to with rivals like Facebook and Google. By banding together, the publishers now have a much larger pool of resources to serve advertisers. The most valuable aspect of Pangaea could be its collective data, which has the opportunity to offer serious targeting capabilities.