UK news publishers have come together to create a new advertising platform to compete with Google and Facebook.
The Telegraph, Guardian News and Media, and News UK have joint-ownership of what is being called The Ozone Project which they hope will build a “better digital ecosystem” for publishers and readers.
It will be launched in the autumn of 2018, and the hope is that it will be able to challenge the almost total duopoly of Google and Facebook in the UK online advertisement market.
Facebook and Google took 135 per cent of the growth in digital advertising investment in 2017, according to research released this week by advertising media company Group M.
The publishers say that The Ozone Project could offer advertisers and agencies “direct and transparent access” to a combined audience of more than 39.4m unique users which is roughly the same reach of Facebook.
French publishers have had something similar in place since last year with a number of joint ad sales initiatives. Gravity, bringing together 25 groups and 150 digital brands has a daily reach of more than 50 per cent of French internet users.