Across the Great Ocean, the 2,000 member News Media Alliance has offered some dark humor by asking the media-hostile U.S. Congress to grant an anti-trust exemption so they can negotiate with the duopolists as a group. Meanwhile, restive U.S. publishers have formed their own data-sharing alliance on the Sonobi addressable marketplace. It’s said to reach 150 million unique users without relying on cookies. In a skillful thrust at the duopolists’ weak spots, the group guarantees its ads will appear only on reputable sites and reach only real people. The U.S. publishers are also divided, with some offering pooled inventory on the mysteriously named Trust X ad exchange.