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March 18, 2015

Global publishers go to war against Google & Facebook

The Pangaea Alliance will allow advertisers to reach a large combined audience.

By James Nunns

A new advertising alliance called the Pangaea Alliance has been formed by The Guardian, CNN International, Financial Times, Reuters and The Economist.

The hope is that this group can leverage its combined power in order to take on the likes of Google, Facebook and Twitter when it comes to advertising reach.

The Pangaea Alliance group states on its website that they can reach a combined global audience of 110 million advertisers.

The selling point of the alliance is that advertisers will be able to reach a vast readership across the world, which will enable more effective audience targeting.

The alliance’s website states that: "The combined heritage and influence of our partners ensures Pangaea is uniquely positioned to offer brands the trust and security they require within the quickly changing programmatic space."

Tim Gentry, global revenue director at Guardian News & Media, and leader of the Pangaea project, said: "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."

"We’ve come together to ensure the quality that’s represented by these publisher brands is now available at scale."

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The Pangaea Alliance will provide additional sales channels for the publishers that are involved, by supplementing existing ad marketplaces.

The beta phase of the alliance will launch in April and is to be powered by Rubicon Project.

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