Independent publishers have long been rivals competing for ad dollars. Increasingly, though, they are seeing the value in combing forces.
In the latest iteration of this, major publishers are coming together under one data umbrella powered by ad tech firm Sonobi. The unlikely partnerships are an effort to try to defend against the dominance of Google and Facebook, in particular, as well as other social networks that are able to offer advertisers addressable audiences at scale.
“Sonobi is working with premium publishers and agencies to offer advertisers addressability, efficiency, and scale to build transparency, grow direct audience selling, and people-based marketing,” the company said in announcing the new technology called JetStream.