Guardian-led Pangaea Alliance strikes programmatic deal with VivaKi
The Pangaea Alliance, a digital advertising consortium headed by The Guardian Australia, has struck an agreement that will give programmatic and ad tech firm VivaKi preferential access to its inventory.
The announcement:
The Pangaea Alliance has announced its first agreement in Australia and New Zealand with VivaKi, a global leader in programmatic and ad tech solutions.
The deal will provide VivaKi with preferential access to Pangaea inventory, a highly influential global audience, in Australia and New Zealand, to more effectively target client advertising campaigns across one simple programmatic buy.
The Pangaea Alliance is an innovative digital advertising proposition, spearheaded by The Guardian and supported by respected global publishers, that allows brands to collectively access a global audience of over 110 million via the latest programmatic technology based on The Rubicon Project platform. In Australia, the Alliance reaches a total unique audience of 2.73m (Nielsen Online Ratings Hybrid Data April 2015)
The alliance combines The Guardian, CNN International, the Financial Times and Reuters as founding partners, with the Economist also providing access to advertising inventory.
The alliance was launched in beta in April 2015 and offers advertisers the ability to access inventory across this group of premium publishers via the Rubicon Project technology platform, providing brands with access to respected media companies that bring innovative thinking and a deep understanding of the future of digital publishing.
Some key benefits of Pangaea:
- Premium audience -110m global influencers / 2.73m in Australia
- Trusted environments; quality content
- More effective targeting through shared first party data
- Custom formats, running at scale
- Easier for Clients – Single creative, single report, single call
The VivaKi Pangaea agreement is the first in Australia and New Zealand since the alliance launched globally in March. It allows VivaKi to use their trading desk capabilities to transact the Pangaea inventory on behalf of advertisers in their agency group. The deal was secured by Guardian Australia, the lead alliance vendor in Australia and New Zealand.
“We’re pleased to see publishers collaborating smartly on premium inventory. The Pangaea Alliance sends a strong signal that the industry is getting serious about data-driven advertising. The ability to work with a single alliance means we can act at scale in premium inventory and access strong data to enhance our clients’ own. Lynn Chealander, Director, VivaKi Australia and New Zealand
“Guardian Australia is delighted to lead this ANZ first for The Pangaea Alliance. The agreement will allow VivaKi to give their clients the ability to create more meaningful relationships with prospective customers by leveraging shared publisher data and premium audiences across the alliance, with just one point of contact,” said Ian McClelland, Managing Director, Guardian Australia.
Source: Guardian Australia press release
