Reuters + the Pangaea Alliance: Quality Programmatic at Global Scale

YOUR NAME Shane CunninghamYOURamp160COMPANY ReutersYOURamp160TITLE Global Commercial DirectorSEARS What do you read to keep up with politics art and cultureCUNNINGHAM Reuters BBC and Financial Times are a few of my remaining bastions of objective and impartial reportingSEARS What do you read to keep up with friendsCUNNINGHAM Being a South African that has spent 30 years in South Africa eight years in London and eight years in New York my friends are spread far and wide I generally use the phone call and text to keep up with my friends Alternatively Facebook allows me to get a sense of what my nearest and dearest are up toSEARS What do you read to keep up with our industryCUNNINGHAM I have a wide array of vertical titles I read each offering insight into specifics around product mobile video programmatic and general industry updates The list is broadSEARS Whatamp8217s your favorite commercial of all timeCUNNINGHAM Sony amp8220ballsamp8221 for Sony Bravia television in 2005 Filmed on the streets of San Francisco with a stirring track from Jose Gonzalez Itamp8217s beautifully shot and the perfect alignment of visual and audioSEARS With regards to advertising automation and programmatic what are Reutersamp8217 three biggest companywide initiatives for the remainder of 2015 and into 2016CUNNINGHAMGlobal tech and commercial alignment Ensuring a more streamlined approach to our tech as well as monetization of our inventory via exchange and private market placeA bigger focus on private market place Our client base is increasingly seeking trusted environments and quality audience segments Emphasizing the benefits of private market place trading continues to be a big focus for usA focus on quality Our readers rely on the quality objectivity and timeliness of Reuters content Similarly our ad real estate stands up to quality around delivery and relevanceSEARS What was the rationale for Reuters joining the Pangaea cooperative What is the opportunity CUNNINGHAM Our rationale for joining the Pangaea alliance was to offer our clients access to quality global audiences at scale with similarly respected media partners The five members are respected and trusted brands with a solid heritage and strong credentials in the digital landscape To be able to access this alliance in a private market place affords our clients the benefits of that heritage and trust at scaleSEARS Who are the members of Pangaea What is the criteria How long was it in formation and do you imagine the expansion of its membershipCUNNINGHAM Pangaea launched in March of this year consisting of Reuters Guardian FT CNN and the Economist We met as a collective earlier in 2014 with the aim of forging a quality alliance for our media partners seeking additional scale of quality audience segments There is a similarly aligned respect amongst the members and our global reach is incredibly strong With 110 million users largely made up of highly influential and affluent individuals there was a natural alignment that we all recognized With hundreds of years of collective publishing experience Pangaea gives brands access to respected media companies which bring innovative thinking and a deep understanding of the future of digital publishingSEARS What is the current state or the near term plan to integrate Pangaea into Reutersamp8217 sales and operationsCUNNINGHAM Reuters is already fully committed to Pangaea and we have Pangaea embedded into our commercial and operations teams across all regions We have been live for six months and we work as an alliance in the purest sense of the word with representation and support from all members across both sales and operations The easy bit was getting agreement amongst the steering committee members that this was something that would be valued by our client partners There is mutual respect and we have a similar vision of success Education and the evolution of Pangaea are ongoing and we have frequent meetings to ensure we stay committed to our agreed objectivesSEARS Media owner first party data is a key leverage point for the best known media brands How do you leverage your first party independently and how is media owner first party data leveraged with PangaeaCUNNINGHAM We have been working with our client partners for some time ensuring access to quality audience and site data whether in the capacity of the programmatic landscape or working with us on direct initiatives Through the Pangaea alliance we can create broader audience segments and offer access to these users across all regionsSEARS Ad automationprogrammatic has been used smartly as the amp8220tip of the spearamp8221 a lead strategy for entry into global markets Have you pursued this strategy independently And does Pangaea contribute to this strategyCUNNINGHAM Yes to both Ad automation will continue to gain momentum While we generate revenues in areas beyond programmatic this is clearly an area we will continue to invest inSEARS Tell us the about the global advertising operations of ReutersCUNNINGHAM Being part of the worldamp8217s largest news agency means we have tremendous reach and access to users who rely on the speed and reliability of Reuters coverage With 17 global websites nine of which are local language we have access to senior decision makers in most corners of the worldSEARS If you could go to the airport right now with friends or family and fly anywhere in the world for vacation who would you take and where would you goCUNNINGHAM It would be a house boat cruise down the Amazon with my wife and three kids Alternatively a safari with my family and friends is always a welcome treat when I make my way back to South AfricaSEARS If you could create an endowment to fund any existing nonprofit you designated what lucky nonprofit organization would that beCUNNINGHAM NSPCC which supports abused childrenSEARS What is your favorite restaurant in the worldCUNNINGHAM That would have to be my favorite restaurant in the world with my favorite person A porterhouse for two with my lovely wife at Keens in New York while enjoying a fine claret on a cold wintery day is pretty tough to beatSEARS Thanks ShaneThe opinions and points of view expressed in this commentary are exclusively the views of the author and do not necessarily represent the views of MediaVillageMyersBizNet management or associated bloggers

Click to Make Your 2025 Contribution to Support the MediaVillage Education Foundation

Reuters + the Pangaea Alliance: Quality Programmatic at Global Scale

Author

Publish date

Channel

Jay Sears

Empowering Women in Media: Insights from Industry Leaders (Video) - By E.B. Moss

More Videos:

Click to Make Your 2025 Contribution to Support the MediaVillage Education Foundation

Reuters + the Pangaea Alliance: Quality Programmatic at Global Scale

Enjoying This Commentary? There's More to Love

Jay Sears

Empowering Women in Media: Insights from Industry Leaders (Video) - By E.B. Moss

The payment was successful

Cookies