The Guardian, CNN International, the Financial Times and Reuters are together forming the Pangea Alliance (http://www.pangaeaalliance.com/), a shared scheme to pool first-party ad data for ad buyers to target their combined 110 million users in an automated fashion.
The Pangea system is announced by The Guardian, powered by programmatic ad tech platform Rubicon and is due to launch in beta in April. Rubicon already powers programmatic operations for several news brands including News Corp. http://www.beet.tv/2015/03/pangeaalliance.html
Pangea will facilitate trading of display ads and ads via trading desks but even including native ads. The Economist is also a launch partner.