Why Europe’s Publishers have Embraced Programmatic Co-ops

Pangaea, the Guardian’s new programmatic alliance, may have turned heads in the U.S., but it’s nothing new for publishers in Europe.

With the deal, The Economist, Financial Times and CNN International and others have all agreed to combine their collective programmatic inventory and data, giving them the kind of scale and data that they wouldn’t get otherwise. The hope is that will attract advertisers, boost CPMs, and make them more competitive with the likes of Facebook and Google.