“When you look at something like business travelers within APAC, Pangaea reaches more of those than any single publisher on its own,” Gentry said.
The collective hopes to increase the sophistication of the data assets, to the point where Pangaea could recognize the same user browsing across multiple publisher sites.
For now, it created a single data-management platform (DMP) that includes assets from each publisher’s own DMP.
Pangaea also will include premium creative units. The marketplace will launch with standard units but expand to include rich media units, expandable ads and custom ad units unique to the publishing group.
Publishers plan to distribute content programs or native advertising through Pangaea as well.
“The problem content programs have is not creating a great experience, it’s struggling to deliver that scale,” Gentry said. “A content program that created a series of videos can be put into custom formats Pangaea is developing and served across the whole alliance.”
Pangaea is creating seats that will ensure buyers get preferential access to the exchange, especially for larger spending commitments.
“As a trading model, we’re taking the approach of having dedicated seats available,” Gentry said. “During beta, we will have a certain amount of seats available to engaged with Pangaea, and once they’re gone they’re gone.”
When Pangaea fully launches in April – it will be visible on Rubicon’s storefront on Wednesday – a single sales team will sell across the entire platform. In the meantime, member publishers will offer supplemental resources to the central team.
Additional capabilities and offerings for the platform will roll out across the year as the publishers learn from the early going. And more publishers may join, provided they offer the same audience quality.
“The vision we have is that Pangaea should help us by being more relevant to more advertisers, with scale that none of us have individually,” Gentry said.