Publishers Join Forces To Create Joint Advertising Platform
News UK, Guardian News & Media, and The Telegraph have announced The Ozone Project – a jointly-owned audience platform.
The Ozone Project will offer advertisers and agencies direct and transparent access to an audience of more than 39.4 million unique users in brand safe, fraud free, premium environments across the UK’s most trusted publishers.
Launching in autumn, the project has been developed in response to industry-wide concerns across the digital advertising ecosystem around brand safety, data governance, lack of transparency in the supply chain and ad fraud, as well as calls from advertisers for a single point of access to publisher inventory, to facilitate an easy buy for scaled quality.
The Ozone Project will create rich, custom audiences across publishers, leveraging advertisers’ first party CRM data along with publishers’ audiences, and will facilitate sophisticated targeting across the publishers’ combined inventories, the publishers said.
By directly connecting brands, agencies and publishers, The Ozone Project will create a more transparent view of how segments are structured and where media is running.
Advertisers will be able to access the new platform through a single specialised Ozone Project sales team who will offer access to the joint inventory and data as a managed service or via premium programmatic channels.
The ambition is to open the platform up to other quality publishers and partners over time.
Dominic Carter, News UK group chief commercial officer, said: “This project has been driven by a shared ethos to create a channel for advertisers to gain direct access to publishers’ audiences at scale via a transparent and effective platform.”
Dora Michail, The Telegraph managing director of digital, said: “Funding quality journalism is essential for the good of the media industry and society as a whole. The Ozone Project puts in place an infrastructure that creates a better marketplace for advertisers, consumers and publishers alike.”
Hamish Nicklin, Guardian News & Media chief revenue officer, said: “We are working together to build a better digital ecosystem for advertisers, readers and publishers.
“The Ozone Project is a response to the challenges we all face and aims to facilitate the highest standard of digital advertising and ensure quality journalism and content continues to be funded.”