Pub­lish­ers are band­ing togeth­er to take on threat they ’t han­dle alone Cred­it: Warn­er Bros. The duop­oly is forc­ing some unlike­ly part­ners into bed with each oth­er. Large pub­lish­ers are hatch­ing new alliances to counter Google and Face­book, the so-called duop­oly that’s expect­ed to cap­ture 85% of new adver­tis­ing this year in the U.S. and 60% of spend­ing, accord­ing to var­i­ous esti­mates. The duopoly’s biggest advan­tage is immense reach among con­sumers who sign in and reveal all kinds of details about them­selves. To begin to catch up, half of the com­Score 250 — which include pub­lish­ers like The New York Dai­ly News, Penske Media and The Weath­er Co. — have enlist­ed with -tech com­pa­ny Sono­bi to pool their own signed-in and data. Sono­bi says its offer­ing can deliv­er 150 mil­lion logged-in U.S. con­sumers on any giv­en day, at a time when track­ing peo­ple with cook­ies is only get­ting hard­er. “Pub­lish­ers are under tremen­dous pres­sure from mar­keters to deliv­er scale so they can com­pete with Google and Face­book,” said Susan Bidel, a senior ana­lyst at For­rester. “They have his­tor­i­cal­ly com­pet­ed against each oth­er so to and get them to coöper­ate with one is dif­fi­cult.” […]