Powerhouse digital publishers, CNN International, The Economist, The Guardian, the Financial Times, and Reuters, have teamed up to form a private market to sell online ads. The initiative will give brands access to more than 110 million online readers using programmatic advertising system, which allows for computerized buying of ads based on selected criteria.
We’re featuring Sarah Sluis‘s story on Ad Exchanger below to give us more details of Pangaea Alliance. We find that this is a smart move to capitalize on the growing demand for premium programmatic oppotunities at scale. This is great especially for those looking to take a cross-device approach. It will also be interesting to see if Google’s one-stack approach via Adx can still champ this business long-term with publishers. We will see.