Speaking at Campaign’s Digital Media Strategies, the commercial chiefs of News UK, The Guardian, Reach and The Telegraph came together with Ozone’s CEO Damon Reeve to discuss how the industry is collaborating.
The Ozone Project – a joint digital ad sales intiative between four national newsbrands – was born out of a belief in the importance of transparency and quality and aims to give advertisers both scale and control, according to the panel.
With Reach’s Piers North, The Guardian’s Hamish Nicklin, News UK’s Dominic Carter and The Telegraph’s Dora Michail appearing on a panel to talk about Ozone for the first time together, collaboration and transparency were high on the agenda. As the panel detailed, Ozone delivers both reach, quality and transparency for brands, giving advertisers far greater control than on the open market.
With the initiative having run six major campaigns so far, Carter said the market is currently at a tipping point, explaining: “We’re seeing the market start to recognise that what we’ve got is pretty compelling.”
Meanwhile, Reeve outlined the four key areas that Ozone is focused on:
- Technology and data capabilities – including a drive to improve data analysis and protect publisher’s assets by removing third-party trackers from sites by the end of the year
- Audience engagement – creating more direct engagement between advertisers and publishers
- Collaboration – increase the number of brands and publishers that are working with Ozone
- Industry engagement and regulation – Ozone to be more proactive in engaging with the Internet Advertising Bureau (IAB) around transparency and Competitions and Markets Authority (CMA) around regulation of digital advertising