CNN Joins Alliance to Combat Google and Facebook in Ad Money War…

The Guardian’s Mark Sweeny writes about a new group of media companies joining up to take on Facebook and Google in the lucrative online advertising Money wars…

The Guardian, the Financial Times, CNN, Reuters and the Economist have teamed up to pool their digital advertising space, to fight back against the drain of ad spend to tech giants such as Microsoft, Google and Facebook.

The initiative, called the Pangaea Alliance, will give brands access to more than 110 million online readers using a computerised, or programmatic, advertising system.

“Pangaea’s uniqueness lies in the quality of its partners,” said Tim Gentry, global revenue director of Guardian News & Media, publisher of the Guardian. “We know that trust is the biggest driver of brand advocacy, so we have come together to scale the benefits of advertising within trusted media environments.”

The global online display advertising market, worth an estimated $60bn (£41bn) according to WPP’s Group M, is increasingly becoming dominated by media owners that can offer giant scale to advertisers.


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