US: BuzzFeed, Group Nine Media, and Insider form alliance to co-sell video ads

Three prominent digital publishers are pooling their video ad space in an effort to better compete against Alphabet-owned YouTube, other digital platforms, and TV networks, reported the Wall Street Journal. 

BuzzFeed, Group Nine Media, and Insider are creating an ad sales alliance to sell video advertising across all three companies’ websites, apps, and YouTube channels, the companies announced.

The group is also in conversations with Discovery, a major investor in Group Nine, as well as other media companies about joining the group, according to executives at BuzzFeed and Group Nine Media. A Discovery representative confirmed the talks.

The alliance, which doesn’t have a name yet, will sell ads as an independent body, the companies statedsaid. Participating publishers will share ad revenue based on the amount of ads they deliver.

“We continue to hear from clients that they’re looking for a more brand-safe environment, but still needed the scale they get on the platforms,” said Christa Carone, president of Group Nine Media, whose brands include NowThis, Thrillist, and the Dodo.

The companies stated they expect the alliance to help them land larger ad deals. “For all of us to get together in a room like this, we’re not going to do a deal that we could have normally gotten on our own,” said Ken Blom, senior vice president of ad strategy and partnerships for BuzzFeed.

Full Content: Wall Street Journal

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