Google and ABC Build a Programmatic Ad Exchange That Only Buys Mastheads

Google's private programmatic exchanges can now book premium ad space like mastheads for brands. It is working with ABC to promote the new show Rising Star using an exchange that only places ads in prominent positions, ones that are not typically associated with automated buying. "This exchange is unique in that it specifically accesses only masthead inventory across several hand-selected premium publishers, including Wenner Media," a person familiar with the arrangement said. For Google, this is an evolution of its recent programmatic strategy that attracted brands to automated buying methods by carefully selecting the publishers that could participate. Still, one of the drawbacks had been this lack of high-profile ad inventory, which is necessary for entertainment brands like ABC. "When you introduce a new TV show, you need a lot of space to get the message across," said Ben Blatt, executive director of digital strategy at ABC Television. For Rising Star, ABC took over the masthead at sites like Rolling Stone, Us Weekly and Men's Journal. The network was able to automate the process of buying these homepage-dominating ads across the Web without approaching every individual publisher. "We were able to run large mastheads in places we were never able to do before and spread out who's seeing our message," Blatt said. The private exchange not only automates the way ads are placed and when, it also uses data to better target the messages to consumers. The interest in... Continue reading at 'AdWeek'

[ AdWeek | 2014-07-07 00:00:00 UTC ]
News tagged with: #digital strategy #rising star #rolling stone #huge part #ad world

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Chicken House buys début

Chicken House has acquired a young adult title by 15-year-old Jade Ngengi. Publisher Barry... Continue reading at The Bookseller

[ The Bookseller | 2012-11-09 00:00:00 UTC ]
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Use FSS Google Books to download titles for offline reading

Google Books is great at helping you find interesting reads, and makes it easy to view them online from just about any device. The service isn’t quite as versatile when it comes to letting you download local copies in a format of your choice, unfortunately, but that’s where FSS Google Books... Continue reading at Betanews

[ Betanews | 2012-11-08 00:00:00 UTC ]
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Marie Claire to debut NFC technology for magazine ad

Marie Claire is to debut a near field communications (NFC)-enabled ad in its pages, after striking a deal with healthcare business Nuffield Health. Continue reading at Media Week

[ Media Week | 2012-11-07 00:00:00 UTC ]
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Gannett Unit To Produce Ads For The World Co.

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[ Editor & Publisher | 2012-11-06 00:00:00 UTC ]
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Bertelsmann Buys 100% of Random House Mondadori

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[ Publishing Perspectives | 2012-11-05 00:00:00 UTC ]
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Building the New Business Model: Printing and Paper 2012

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[ Publishers Weekly | 2012-10-26 00:00:00 UTC ]
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Ad revenue falls again at The New York Times Co.

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[ Crains New York | 2012-10-25 00:00:00 UTC ]
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Ebury buys two from Coleman

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[ The Bookseller | 2012-10-25 00:00:00 UTC ]
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Google Threatens French Media With Search Engine Ban

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[ Fast Company | 2012-10-19 00:00:00 UTC ]
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Is Amazon Really Buying Brazil’s Biggest Bookstore Chain?

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[ Publishing Perspectives | 2012-10-19 00:00:00 UTC ]
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Content Newswire NewsCred Buys Cloud Publisher Daylife

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[ Editor & Publisher | 2012-10-18 00:00:00 UTC ]
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Interest Builds in 'The White House Boys'

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[ Publishers Weekly | 2012-10-18 00:00:00 UTC ]
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Amazon tells Kindle customers to expect buying credit, thanks to ebook price-fixing settlement

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[ Betanews | 2012-10-14 00:00:00 UTC ]
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Viking buys The Separation

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[ The Bookseller | 2012-10-12 00:00:00 UTC ]
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Sharethrough Grabs $5 Million in Funding for Native Ad Push

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[ AdWeek | 2012-10-11 00:00:00 UTC ]
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Sage buys Adam Matthew

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[ The Bookseller | 2012-10-11 00:00:00 UTC ]
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Kobo buys Aquafadas

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[ The Bookseller | 2012-10-10 00:00:00 UTC ]
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Google, publishers shelve book-scanning suit

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[ Stuff | 2012-10-08 00:00:00 UTC ]
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