Guardian, FT, CNN and Reuters in ad deal to take on Facebook and Google

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 US$60bn (£41bn) according to WPP’s Group M, is increasingly becoming dominated by media owners that can offer giant scale to advertisers.

In the UK, Google and Facebook will this year take half of the total digital display advertising market, well over £1bn, according to eMarketer.

Meanwhile, more traditional rivals such as Mail Online, the largest English-language newspaper website in the world, continue to focus heavily on audience growth.

Pangaea’s partners say that the value of the alliance is that it brings together an influential and trusted global audience for advertisers.

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