Time Inc. to partner with Google on global ad exchange
Google recently signed pact with Local Media Consortium to offer same ad services for newspaper group
Time Inc. today announced that it will partner with Google to launch the Time Inc. Global Exchange, merging its digital properties into a single buy.
The announcement follows a similar announcement made by the Local Media Consortium, a group of newspapers that hope to use Google ad services to pump up their digital ad results.
The new Time Inc. Global Exchange will include the desktop and mobile properties of the company’s brands such as TIME, PEOPLE, Sports Illustrated and InStyle. It was also include UK publisher IPC, including Wallpaper* and music weekly NME.
“We’ve been focused on programmatic for some time now, but with the launch of the Time Inc. Global Exchange, we’re betting on the uptapped potential Time Inc. has in this space,” Andy Blau, SVP & Group GM, Time Inc. Advertising Sales, said in the announcement. “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.”