Google on Monday announced it has struck a deal with the Local Media Consortium, which consists of over 800 daily newspapers and 200 local broadcast stations, to form a private programmatic
exchange powered by Google’s DoubleClick Ad Exchange technology.
Google says the new private exchange will house 10 billion monthly impressions of video and display inventory.
"Local news providers in particular play vital role in our society, helping us stay in touch with our communities and keep up to date on the news and issues that most closely affect our lives," Google wrote in a post announcing the news. “The Local Media Consortium represents the best of what the Web has to offer in terms of content and engaged local audiences.”
Through the deal, Local Media Consortium members will also have access to DoubleClick for Publishers, Google’s ad management platform. They can also use AdSense to run ads on their sites and search results.