The Guardian, CNN, Reuters, Financial Times, and The Economist Launches Pangaea Alliance

An elite group of technology companies rule the world of digital advertising. Google, Facebook, Yahoo, and Microsoft are a part of this circle, scooping billions of dollars each year from ads splattered across websites and social networks. Publishers, eager to get their fair share of revenue, are enticed to display these advertisements. But giant publishers have figured out a way to make profits on top of subscriptions.

British newspaper, The Guardian, is announcing a new advertising alliance with CNN, Reuters, Financial Times, and The Economist. Dubbed “Pangaea Alliance,“ the new advertising system aims to give advertisers access to the publishers’ combined audience, estimated to be around 110 million, according to ComScore. Pangea Alliance launches in beta in April and a full launch is expected later this year. The partnership, headed by The Guardian, attempts to counter the waning advertising efforts of Google and Facebook.

According to Tim Gentry of Guardian News & Media, the publisher of The Guardian, Pangea’s advantage is in the quality of its partners, which gathers an influential audience around the world—a boon to advertisers. From the estimated 110 million combined readers, one in four people are top-earning professionals in senior management positions. Pangaea Alliance has partnered with advertising company, Rubicon Project, as its delivery platform. The advertising alliance will have its own sales team and management, The Guardian said.