News Publishers Form Programmatic Advertising Alliance

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by: Jack Marshall | The Wall Street Journal

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.

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