Time
Inc. has partnered with Google to launch a global programmatic advertising sales platform called the Time Inc. Global Exchange, the publisher announced Wednesday.
The new platform,
powered by Google’s DoubleClick Ad Exchange, will give advertisers programmatic access to brands including
Time, People, Sports Illustrated and
InStyle, as well as the U.K.
properties owned by IPC, a Time Inc. property, including
Wallpaper and
NME, a music weekly. Altogether, the exchange reaches an audience of 116 million in the U.S., U.K., and
elsewhere.
The terms of the deal were not disclosed.
Time Inc. emphasized that cross-platform exchange in premium ad inventory. The programmatic offerings include
editorial-themed packages (allowing advertisers to place ads near content on certain subjects) and targeted audience segments using anonymized, aggregated data. The ads are available across a range of
devices, including smartphones, tablets and desktop.
The new exchange will build on the momentum of Time Inc.’s previous programmatic sales efforts, which have already seen
substantial year-over-year growth, according to the company. Andy Blau, senior vice president and group general manager for Time Inc. advertising sales, stated: “Working strategically with
Google, we’ve confirmed that there is great demand for premium content sold programmatically and we’re one of the few companies with the scale to deliver it with this kind of depth and
accountability.”
This is just the latest in a series of major publishers partnering with Google for programmatic sales.
As reported earlier today, Google recently
announced a partnership with the Local Media Consortium, which includes around 800 daily newspapers and 200 local broadcast stations, to form a private programmatic exchange powered by DoubleClick.
Included in the consortium are Cox Media Group, the
Daily Herald and the
San Diego Union-Tribune, among others. Google says the new private exchange will house 10
billion monthly impressions of video and display inventory.