Last summer, Google announced Google Partner Select, a programmatic video ad marketplace. When first announced, Google Partner Select was positioned as a private marketplace that would feature inventory from a “select set” of publishers willing to invest “top-quality video.”
Google on Tuesday revealed several of the publishers and advertisers using the marketplace.
Google says over 30 broadcasters, premium publishers and major brands have joined the marketplace including CBS Interactive, Fox News, Discovery, Animal Planet, TLC, HGTV, Food Network, Cooking Channel, Travel Channel, Hearst Television, Rolling Stone, Us Weekly, Men’s Fitness and PGA Tour.
Google notes that Allstate, BMW, Netflix and their agencies have signed “significant commitments” to buy through the private marketplace, though Google declined to go into detail regarding what those agreements entail.
The company claims that during initial tests, video ads running through the private marketplace saw 74% completion rates.
Neal Mohan, VP of video and display advertising, also revealed in a blog post that Google will begin offering viewability reporting for video campaigns to all marketers and publishers using DoubleClick, as well as for the DoubleClick Ad Exchange, “in the coming days.” Viewability reporting will also be coming to reserved inventory on YouTube across desktop and app views, per Mohan.
Mohan also noted that Google will offer the ability to target viewable impressions in DoubleClick in the coming months, “as well as the ability to buy only viewable video impressions across the Google Display Network.”
Further on in 2015, Mohan says Google intends to report on the audibility of video ads as well as the total amount of time an ad was viewable.
The Media Rating Council (MRC) definition of a viewable video ad impression is 50% of more of the video ad being in-view for at least two continuous seconds.