Google has recently made a big move in determining how publishers sell online advertising with announcement of a new exchange which is powered by DoubleClick, Time Inc. Global Exchange.
This will not only allow advertisers to buy ad placements on Time’s online publication in the United States but also in other countries as well.
This new initiative will begin with UK Time’s Inc. IPC media division and will cover almost 116 million consumers making it one of the largest premium exchanges in the world today.
This move has come one day after another outsourcing deal that Google made with Local Media Consortium, which is a group of 200 local broadcast stations as well as 800 local newspapers.
Without a doubt, this brings about the ability to buy a variety of ads across a number of publications that are high-profile sites while making the experience of purchasing these easier for media buyers too.
Of course, just buying advertisements across publications isn’t just the only advantage of this move. It will create editorial-themed packages that can help media buyers place advertisements near specific stories that are related to their product.
It should be interesting to note how this will leverage Google’s search power across all these sites.
There’s no doubt that the deal with benefit Time Inc. interests abroad where even though at home, Time has 130 million users for a number of its titles and screens. In comparison, IPC Media only has 30 million users for its 60 titles.
You can be sure that Google will use its platform to reach other parts of the globe as well.