The Guardian, the Financial Times, CNN International, Reuters and the Economist have teamed up to pool their digital advertising space, to fight back against the drain of ad spend to tech giants such as Microsoft, Google and Facebook, reports The Guardian.
In Australia, the Alliance will reach a total of 2.4m unique audience, making it just behind the Daily Mail Australia and very close to the size of the smh.com.au and news.com.au (Nielsen Feb 2014, monthly unique audience, Hybrid data February, 2015).
The Guardian Australia commercial team is also in advanced discussion with local inventory partners to develop the scope of the alliance even further for Australian advertisers. It will also act as lead vendor in Australia and New Zealand supported by the central team for operations, implementation planning and campaign management.