In the face of massive internet advertising growth, publishers have relinquished ever more control to the hands of Google, Facebook, and increasingly Amazon, but now four big German publishing groups are pooling resources to sell inventory across titles.

This is according to Digiday, which reports that Axel Springer and Funke Mediengruppe (who already run a joint sales arm called Media Impact) are collaborating with RTL Group and Gruner+Jahr in order to sell ad inventory across the real estate of all four publishing groups.

The addition of the combined Media Impact might adds major news titles such as Bild, Weld, and the online-focused publication Business Insider. The combined readership, which Digiday places at a total of 50 million can now rival Facebook’s reach in the country.

Recent figures from the Reuters Institute for the Study of Journalism found that across 29 countries, two-thirds of publishers now want to sell advertising together via data sharing and joint systems.

What’s more, despite the total growth in internet ad spend, WARC’s Global Ad Trends figures from March found that of the total global ad spend of $590.4bn, around one in four dollars went to Google and Facebook. This growth was linked to the squeezing of other online media owners, as the pool of ad dollars available is expected to decline slightly (0.7%).

“Growth has been assumed by Google, YouTube and Facebook,” Carsten Schwecke, chairman of Media Impact’s management board told Digiday. “With this framework and cooperation, we want to get back to our fair share.” He added that Amazon is now a relevant threat to major publishers, and is only growing from here.

“This is the base of our future growth: to find the right mix of reach, relevance, service and highest ad quality that you can generate for advertisers and agencies.”

Unlike other initiatives such as the UK’s Ozone, which is based on a tech platform for delivering ads across partner sites, Media Impact’s pitch will be direct to media agencies and advertisers with the hope that they will commit to spend across the year. Once they have confirmed interest, then the technical work will begin.

Sourced from Digiday, WARC Data