News UK, Guardian News & Media, and The Telegraph have partnered to create a new advertising platform, The Ozone Project.

The Ozone Project, will offer advertisers and agencies direct and transparent access to an audience of more than 39.4m million unique users in brand safe, fraud-free, premium environments across the UK’s most trusted publishers.

Launching in Autumn 2018, 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. 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.

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