Programmatic and ad tech provider VivaKi has been awarded preferential access to inventory made available by the Pangaea Alliance, the premium publisher network which combines The Guardian, CNN International, the Financial Times, Reuters and the Economist.
This is the first Pangaea Alliance agreement in Australia and New Zealand and will allow the firm to more effectively target client advertising campaigns across one simple programmatic buy.
The Pangaea Alliance is an innovative digital advertising proposition, spearheaded by The Guardian and supported by respected global publishers, that allows brands to collectively access a global audience of over 110 million via the latest programmatic technology based on The Rubicon Project platform.
In Australia, the Alliance reaches a total unique audience of 2.73m, according to latest figures from Nielsen.
The VivaKi Pangaea agreement is the first in Australia and New Zealand since the alliance launched globally in March. It allows VivaKi to use its trading desk capabilities to transact the Pangaea inventory on behalf of advertisers in the agency group.
The deal was secured by Guardian Australia, the lead alliance vendor in Australia and New Zealand.
“The agreement will allow VivaKi to give their clients the ability to create more meaningful relationships with prospective customers by leveraging shared publisher data and premium audiences across the alliance, with just one point of contact,” said Guardian Australia managing director Ian McClelland.
Just last month VivaKi Australia announced it had hired Network Ten's head of revenue strategy, Sarah Keith, to head-up its trading unit.
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