The Ozone Project, the programmatic advertising platform formed by Guardian News & Media, News UK, The Telegraph and Reach PLC, has appointed Improve Digital as an approved activation partner for Ozone Audience.

Ozone Audience offers brands access to large-scale ad buying capabilities across premium, fraud-free environments. According to Comscore, Ozone Audience reaches more than 44m adults aged 18+, enabling brands to deliver campaigns within professionally curated content environments, including The Times, the Guardian, The Telegraph and The Mirror.

Improve Digital is a supply-side platform (SSP). Its footprint will help diversify The Ozone Project’s connectivity to European demand.

“Ozone plays a crucial role in offering brands and advertisers a viable alternative to the walled gardens, helping them reach consumers efficiently and at scale,” said The Ozone Project commercial director, Danny Spears. “We are delighted to welcome Improve Digital as an SSP provider, giving brands and buyers’ greater control of their buying and helping publishers go about business with control, transparency and confidence.”