Guardian Australia to represent new programmatic Pangaea alliance down under

The Guardian Australia will be the local sales representative of a new global digital advertising partnership, unveiled this evening, which will bring together The Guardian, CNN International, the Financial Times and Reuters.

The Pangaea Alliance will allow media buyers to access some of the world’s biggest publisher’s online inventory programmatically, with the promise of a large premium audience available easily through the alliance’s use of Rubicon Project technology.

“For us in Australia, this is a huge opportunity to be out in market with something really meaty that I think it will want to pay attention to,” said Duncan Arthur, commercial director of The Guardian Australia.

“Many publishers get overshadowed by these pure play digital networks. The aim of the game is to challenge those online giants and certainly individually we will find it hard to compete with those guys but together it allows us to compete on a slightly more levelled playing field.”