Four publishers join Pangaea advertising alliance

The Guardian, CNN International, the Financial Times and Reuters are joining together to launch the Pangaea Alliance, a digital advertising alliance that will allow brands to reach a “highly influential global audience.”

Rani Raad, CNN International chief commercial officer:

“CNN has a long track record for being at the forefront of innovation — in the way we make and tell the news, the platforms we’re available on and the brand solutions we offer advertisers and commercial partners. In the fast-developing area of programmatic trading, it makes sense for us to collaborate with other leading news companies to gain first mover advantage through a powerful global alliance. This opportunity will extend to a wide range of agencies and brands that want to harness the power of the innovative platforms, rich content mix and large-scale premium audiences delivered through Pangaea.”

The joint heritage and influence of the partners ensures Pangaea’s positioning to offer brands “trusted and influential advertising environments,” with the alliance’s “innovative” audience targeting. By working together to share data and formats, these traditionally competitive organizations are able to offer brands automated advertising solutions that complement the publishers’ existing digital commercial proposition.

Tim Gentry, Pangaea project lead:

“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.”

Pangaea will deliver these benefits to advertisers:


  • Global quality at scale: The 110 million users reached by the alliance consists of “highly influential and affluent” individuals. Pangaea’s global reach extends across North America, Europe, the Middle East and Asia-Pacific, making it “perfect” for pan-regional campaigns.
  • Trust and heritage: With hundreds of years of combined 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.
  • More effective targeting: With partners sharing their first-party data, Pangaea will allow advertisers the ability to understand an audience unlike anything 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 across all the publishers, and advertisers will be able to discuss with one point of contact for all publishers within the alliance.


Dominic Good, Financial Times advertising sales director:

“The quality of the Financial Times audience is what our advertisers buy. Pangaea is an exciting initiative that strengthens premium publishers’ proposition by guaranteeing a trusted advertising environment, building significant scale and sharing smart targeting abilities.”

The beta phase of the Pangaea Alliance gets led by a central team including commercial leadership and working resources from all member publishers. On its full launch later this year, Pangaea will get managed by its own sales team, giving advertisers one place to call for all needs about the alliance.

Shane Cunningham, Reuters consumer media global commercial director:

“With trading become increasingly automated and data focused, trust has moved front and center with our client and agency partners. As a leading source for timely and impartial reporting, Reuters continues to drive engagement with the business elite around the world. Pangaea enables us to expand on this quality at scale, with similarly trusted and respected partners.”

The alliance will launch in beta next month and will give advertisers the ability to use inventory across the publishers through the Rubicon Project technology platform. During the beta phase, Pangaea will offer display solutions both as a standalone product and with existing publisher initiatives like native advertising programs and publisher trading desks.

Source: CNN


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