Four Global Publishers Unite For Combined Programmatic Offering

Four Global Publishers Unite For Combined Programmatic Offering
SHARE
THIS



Four major global publishers – the Guardian, CNN International, the Financial Times and Reuters – have come together to launch a programmatic private marketplace, called Pangaea Alliance.

The alliance gives brands and media buyer the opportunity to nab some online ad inventory on these premium mastheads, and the combined audience of 110 million globally suggests this alliance is one to be reckoned with.

Speaking to B&T, Duncan Arthur, commercial director at Guardian Australia, said one of the main reasons for them all teaming up was to keep themselves powerful in a saturated market.

“Rather than be divided and gobbled up by some of the really big players, there’s an opportunity to band together and be more powerful,” he said, adding brand safety was another issue the publishers wanted to address.

“When they first realised there was an idea there it really hinged on making sure the partners were of comparable quality…you’ve got a stable of really solid brands coming together.”

The question was looking at the ad experience and how it can work better, said Arthur.

“The publishers are coming together on new formats, so effectively one point of contact can then buy across an enormous geography.”

It’s always going to be a little nerve-wracking becoming transparent with those who used to be your competitors. It’s a hurdle many other companies probably have a hard time getting their head around, explained Arthur.

“If it was just a bunch of sites glued together, that’s just a network and this isn’t that. This is clearly a proper alliance.”

“Not everyone is probably ready to do it,” he added. “I think they can see more upside than risk. There’s a massive upside to becoming a, let’s say, a ‘must buy’ in programmatic campaigns.

“If you’re doing that individually you’re much much smaller and you may not get noticed, but if you come together you’re going to be hard to ignore when you start delivering on audiences.”

The technology behind the programmatic is powered by Rubicon Project, with the beta testing phase beginning from April 2015. The full launch is expected later this year, with the Pangaea Alliance creating its own internal sales team.

It will only be over the publishers’ digital offerings, and Arthur explained it was not designed to directly compete with the companies’ own sales team.

“It can sell an attractive audience across those environments to make sure they’re capturing the premium inventory that otherwise may have been dealt with as a low-value programmatic backsell,” he said.

“It’s elevating inventory and looking at audiences and offering great creative experiences to those audiences at great scale.”

“I think alliances are a sensible strategy. The programmatic market is growing so strongly and that’s really where we’re looking at, how to harness that, how to work with that.”

By agreeing to working together and start collaborating on sharing first party data, that’s a significant part of what starts to make this really valuable for a buyer.”

From the global press release, the publishers have shown a number of benefits for brands.

Global quality at scale: The 110 million user-strong audience reached by the alliance is made up of highly influential and affluent individuals – one in four people are in the top income segments and one fifth are C-suite/senior management executives. Pangaea’s global reach is incredibly strong, with readers spread across North America, Europe, the Middle East and Asia Pacific, making it the perfect solution for pan-regional campaigns.

Trust and heritage: With hundreds of years of collective publishing experience, Pangaea gives brands access to respected media companies which bring innovative thinking and a deep understanding of the future of digital publishing. Pangaea also allays advertisers’ concerns about the ‘black box’ of programmatic spending – brands can be safe in the knowledge their creative is appearing next to quality content.

More effective targeting: 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.

Unparalleled creativity and innovation: Pangaea will allow brands to advertise using the most creative, technically advanced and engaging advertising formats on the market. This gives them the ability to create a coherent story across their media partners, and more meaningful relationships with prospective customers.

Ease of use: Pangaea creates a uniform, media-rich experience across one simple programmatic buy. 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.

Please login with linkedin to comment

Advertising Standards Bureau Hughesy & Kate PartnerReach racism SNS Social Networking Sites

Latest News

Former Agency Execs Launch Car Service Summon
  • Marketing
  • Media

Former Agency Execs Launch Car Service Summon

Former agency executives Tim O’Neill and Tim Fouhy have launched the auto technology startup Summon. Australia’s first full e-commerce service for prestige cars. O’Neill and Fouhy both worked together at Accenture Interactive, before co-founding Reactive a digital agency bought by Accenture in 2016, now they’ve combined their knowledge and expertise to create Summon. Summon offers […]

Hootsuite Shares The Top Social Media Trends Of The Tokyo 2020 Paralympic Games
  • Media

Hootsuite Shares The Top Social Media Trends Of The Tokyo 2020 Paralympic Games

To honour the fantastic feats of the Australian Paralympians, Hootsuite has revealed the top trending hashtags and social media data of the Paralympics. The top trending hashtag during the Paralympics period, #tokyo2020, received over 38,000 tweets and retweets, amounting to 1.7M+ impressions, while other popular hashtags included #paralympics, #readysettokyo and #paraswimming. According to Hootsuite’s research, […]

SOON, Think Tank Giving Insights Into Future Trends, Officially Launches
  • Advertising

SOON, Think Tank Giving Insights Into Future Trends, Officially Launches

SOON, a futures think tank focused on human insights, has launched today tracking trends, developments and disruptions across people, products and the planet. Led by internationally renowned futurist, social scientist and trend forecaster Sarah Owen (pictured centre) in partnership with TABOO directors Andrew Mackinnon (right) and James Mackinnon (left), the independently Australian-owned futurist company uncovers […]

iHeartPodcast Network Australia Launches SAS Australia Debrief Podcast
  • Media

iHeartPodcast Network Australia Launches SAS Australia Debrief Podcast

ARN’s iHeartPodcast Network Australia has announced a new podcast, SAS Australia Debrief hosted by 2020 recruits Merrick Watts and Sabrina Frederick. The podcast is made for anyone that can’t get enough of Aussie celebs putting themselves through the toughest test of their lives on the Seven Network’s hit show SAS Australia. Or anyone that wishes […]

Rakuten Advertising Shares Blueprint For Affiliate Marketing
  • Technology

Rakuten Advertising Shares Blueprint For Affiliate Marketing

Rakuten Advertising has launched ‘A 5-Stage Blueprint for High-Performance Affiliate Marketing’, designed to educate and inform both advertisers and publishers about the strategic role that the affiliate channel is now playing in marketing strategies. The blueprint is based on input from members of the Rakuten Advertising International Collective (RAIC), comprising affiliate marketing specialists from leading advertisers […]

EngageTV Launches Metro Connected TV Campaign In Sydney And Melbourne
  • Media

EngageTV Launches Metro Connected TV Campaign In Sydney And Melbourne

EngageTV, Australia’s most sophisticated CTV & BVOD service partner, has today launched a Sydney and Melbourne metro Connected TV campaign to help business owners and marketers better understand what can be achieved with CTV.

by B&T Magazine

B&T Magazine
Adland State Of Originality To Return For Nine’s 2022 Origin Series
  • Media

Adland State Of Originality To Return For Nine’s 2022 Origin Series

Nine has announced the return of State of Originality, Australia’s biggest advertising prize, with $1 million again up for grabs to the brand and agency that creates the most original ad in the 2022 State of Origin Series. This year Nine launched State of Originality, challenging Australia’s marketers to help make State of Origin not […]