The Pangaea Alliance Lets Brands Access a Global Audience with Cutting-Edge Programmatic Technology
Programmatic buying technologies are clearly the future of digital media buying. Magna Global—the strategic global media unit of IPG Mediabrands—projected that global programmatic spend will reach $53 billion by 2018. However, the industry still faces many challenges—ad fraud and the lack of proper communication between some sellers and buyers being the most salient.
Fortunately, new breakthroughs in programmatic buying are solving many of these challenges. On March 18, 2015, a new press release was published on The Guardian which unveiled a new programmatic advertising alliance known as the Pangaea Alliance. The Alliance brings together four of the world’s “most influential and innovative publishers”:
Spearheaded by the Guardian, Pangaea brings together CNN International, the Financial Times and Reuters as founding partners, with The Economist also providing access to advertising inventory.
The Alliance will be launched in beta in April 2015, and will offer brands and advertisers the ability to access inventory across its group of premium publishers via the Rubicon Project technology platform. The Pangaea Alliance promises to let brands seamlessly invest across a global audience of over 110 million influential individuals.
During its beta phase, the Pangaea Alliance will offer display solutions as a standalone product. Display solutions are also available alongside existing publisher initiatives, such as native advertising programmes and publisher trading desks.
“The combined heritage and influence of the partners ensures Pangaea is uniquely positioned to offer brands trusted and influential advertising environments, in tandem with the alliance’s innovative audience targeting,” stated the press release.
Here are some of the strongest benefits being offered to advertisers and brands by the Pangaea Alliance:
- Global quality at scale: The Alliance’s 110 million strong audience is composed of highly influential and affluent individuals; many come from top income segments and senior management level executive positions. The Alliance also boasts a global reach, covering North America, Europe, the Middle East, and Asia-Pacific.
- Trust and heritage: The Alliance boasts hundreds of years of collective publishing experience, and gives brands and advertisers access to some of the world’s most respected media companies. Brands are assured that their creative will be displayed next to high-quality content.
- More effective targeting: Partners will share their first-party data, which gives advertisers the ability to understand target audiences like never before. This would lead to “hyper-targeted campaigns and deeper connections with readers.”
- Unparalleled creativity and innovation: Brands and advertisers will be allowed to advertise using the most technically advanced and creative advertising formats available. This would lead to more coherent stories across their media partners and the development of more meaningful relationships with prospective customers.
- Ease of Use: The Alliance promises a uniform and 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.”
The Pangaea Alliance is scheduled to go into full launch later this year, and will be managed by its own sales team.
Will the Pangaea Alliance create strong competition for other audience and media giants like Facebook and Google?
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