[The Wall Street Journal] News Publishers Form Programmatic Advertising Alliance

In an attempt to satisfy advertisers’ desires to reach quality online audiences at scale, a handful of major online news publishers have formed a “programmatic” sales alliance called Pangaea.

The Guardian, CNN International, the Financial Times, Reuters and The Economist said Wednesday they will soon allow marketers to use automated buying technology to purchase advertising space across their online properties through a dedicated marketplace. The publishers also plan to pool data about their respective audiences to help marketers target those ads more effectively.

“When we began thinking about the next wave of the Guardian’s global expansion, we thought there was gap in the market we could solve for in collaboration with other publishers,” said Tim Gentry, global revenue director at Guardian News & Media and leader of the Pangaea project. ”We’ve come together to ensure the quality that’s represented by these publisher brands is now available at scale,” he added.

“The quality of the Financial Times audience is what our advertisers buy,” Dominic Good, advertising sales director at the Financial Times, said in a statement. “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 alliance will enable marketers to reach a combined audience of up to 110 million unique users across the five publishers’ sites, the companies said. But perhaps more important, their combined audience data could prove powerful for targeting ads to specific types of consumers across those properties, albeit on an anonymous basis.

“The data is crucial. One thing we can do together is share first-party data with each other and create unique, compelling audience segments,” Mr. Gentry explained.

For example, subscription information from one publisher might be combined with behavioral information from other to create a detailed profile of a user that an advertiser is willing to pay a premium to reach.

Pangaea isn’t the first attempt by online publishers to build such an alliance, however. In the U.S., The New York Times Co., Tribune Company, Hearst and Gannett previously formed QuadrantONE, a similar network that sought to aggregate ad inventory from their various properties. That joint venture shuttered in 2013, however, with some industry observers suggesting it struggled to adapt its offering to the rapidly changing ad tech landscape.

In France a similar effort called La Place Media has been operational since 2012.

“The essence behind this is it will give us a greater degree of strategic control over the direction of our business. Five heads are much better than the Guardian’s on its own,” Mr Gentry said.

The Pangaea Alliance marketplace is intended to provide an additional sales channel for the publishers involved, not to replace existing ones. Each of the publishers involved currently approaches its programmatic sales efforts slightly differently, but many already operate their own “private” marketplaces or sell much of their ad space directly to clients. Pangea is intended to supplement those efforts.

The beta phase of the Pangaea Alliance will be managed by a central team which includes commercial leadership and operational resources from all the member publishers. On full launch, later this year, Pangaea will be managed by its own sales team, the publishers said.

From a technology perspective, the marketplace will be powered by Rubicon Project, in which Wall Street Journal-parent News Corp has a 13.7% stake.

Дата: 18.03.2015
Источник: The Wall Street Journal

Vera Khiteeva