Four traditional media alliances, talking about content talking about traffic it's not realistic.

The four traditional media have come together to get a slice of the advertising share from internet giants like Google and Facebook.

Recently, the British ft, Guardian Guardian, Reuters Reuters and CNN Cable News Network, four direct rivals announced the formation of an advertising alliance, named "Pangaea" to end and the growing Internet companies alone.

Pangaea will be on the beta next month, with the official version likely to be launched later this year, with four members pledging to invest 10% of the ad budget. And they say the ad Alliance will serve at least 110 million users.

About the advantages of the Pangaea Alliance, the caliber of these four traditional media is: The internet company programmed purchase is based on the advertising unit price and the user's secondary purchase analysis, and Pangaea is the brand advertisement is adjacent to the valuable news, so it is undoubtedly to use their own as a media content value and credibility.

In addition to media patterns, one thing that Pangaea the alliance's confidence is that its four members are the most-paid media each year and their readers cover North America, Europe, the Middle East and the Asia-Pacific region, which may be why they name the alliance "Pangaea" (Pan-Continental).

"The world is becoming complex, and Pangaea can provide customers with a good advertising solution, one is enough." Said Tim Gentry, head of global business at the Guardian.

Competitors become partners? This is really a helpless move.

According to the monitoring agency ComScore, the total U.S. advertising revenue last year amounted to $43 billion trillion, 70% of which flowed to internet giants including Google, Yahoo and Facebook. And on a global scale, there is no big difference.

The choice of these search giants or the vast user base of the online community advertising, mainly because advertisers believe that high traffic can create a good advertising effect.

"Friend, let's not talk about traffic, talk about content value!" But Pangaea you should know that advertisers are more confident of data from traffic than the value of content that cannot be measured.

And in the context of traditional media decline, we really don't think the alliance is a good idea.