The Guardian and friends get into programmatic.

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The Guardian, along with CNN International, Reuters, the Financial Times, and The Economist, are launching a programmatic platform call The Pangaea - providing advertisers with access to 110 million users. Publishers are seeing decreasing yields due to huge DSP's such as Google, and the increase in mobile, so this move makes a lot of sense. All of the publishers involved offer a premium, brand-safe audience, at a scale that does rival the (not always brand-safe) reach of Google.

Issues around transparency, trust, viewability and safety are still the primary concerns for brands getting in to programmatic. Platforms like The Pangaea are launching to address these challenges. For advertisers it's a reminder of how fast this space is moving, and it will be worth watching just how successful this new venture is.

Inside the new Guardian-led programmatic ad sales network - Digiday