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The coalition was launched in 2015, spearheaded by The Guardian, and is a collaboration of some of the world's strongest news brands to form a private marketplace for programmatic advertising. Together, these brands draw a combined audience of more than 200m monthly users.

Besides CNN and The Guardian, Pangaea also includes Reuters, Mansueto Ventures and Dennis Publishing sites: The Week, Alphr and IT Pro.

CNN has been involved since its formation and will now take a more active role to bring its expertise in programmatic and data technologies to the initiative.

Pangaea Alliance's general manager Fiona McKinnon, sales director Martin Bojtos and will be based at CNN’s London operation. They will work closely with Rob Bradley, CNNIC’s vice-president, digital commercial revenue and strategy, the CNNIC digital team and all Pangaea partners.

"Pangaea is a proven example of collaboration between publishers to add to our existing digital advertising offering and give advertisers new, efficient ways to connect with audiences," Rani Raad, president, CNN International Commercial, said. "CNN’s increased involvement with Pangaea aligns directly with our digital commercial strategy to combine data-driven solutions with premium content. We look forward to working with The Guardian and all the partners to take the alliance from strength to strength."

Media buyers have found the alliance to be an effective and brand safe environment. 

"They [Pangaea Aliance] deliver great performance from a branding perspective and that’s why we recommend them to our clients," digital account director at Maxus, Elisa Carnielli, said. 

Pangaea has also selected AppNexus as its technology partner to provide a programmatic solution.

This move follows the termination of Pangaea's deal with Rubicon Project as a result of the lawsuit launched by The Guardian against the ad tech provider, accusing it of charging undisclosed fees to advertisers. 

With AppNexus, Pangaea is developing a new digital advertising trading platform as part of , a prototype digital advertising platform designed for premium publishers. The project is led by Dennis Publishing which, earlier this year, received funding from the Google Digital News Initiative.