Dive Brief:

• A handful of leading news publishers have banded together to form a programmatic ad network, called Pangaea, to deliver premium ad inventory. 
• Advertisers will now be able to utilize automated buying technology to purchase ads across online properties at The Guardian, CNN International, the Financial Times, Reuters, and The Economist.
• The ad technology for the project is powered by the Rubicon Project, will launch in beta in April and pool data from each publisher's audience to aid targeting. 

Dive Insight: 

The alliance serves to help publishers deliver premium inventory at a larger scale, which advertisers have become accustomed to with rivals like Facebook and Google. By banding together, the publishers now have a much larger pool of resources to serve advertisers. The most valuable aspect of Pangaea could be its collective data, which has the opportunity to offer serious targeting capabilities.