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

Other Publishing stories related to: 'Google and ABC Build a Programmatic Ad Exchange That Only Buys Mastheads'

Century buys Chatterton crime debut

Century has acquired two novels in a new procedural crime series by author Ed Chatterton,... Continue reading at The Bookseller

[ The Bookseller | 2012-02-02 00:00:00 UTC ]
More news stories like this |

GooReader: When you need Google Books to go

Google Books is a gigantic and ever-expanding online library of books and magazines that can be used to read classic titles free of charge as well as to purchase new releases in all manner of categories. But you may be one of the many people who have found that the interface for the website and... Continue reading at Betanews

[ Betanews | 2012-02-01 00:00:00 UTC ]
More news stories like this | News stories tagged with: #google books

Quercus buys three from 'remarkable' Piper

Quercus has bought three books by Katie Piper, who survived a rape and acid attack in 2008 and... Continue reading at The Bookseller

[ The Bookseller | 2012-01-31 00:00:00 UTC ]
More news stories like this | News stories tagged with: #quercus buys

Friday Project buys Aldiss backlist

HarperCollins imprint The Friday Project has acquired more than 50 titles by prolific author, and... Continue reading at The Bookseller

[ The Bookseller | 2012-01-27 00:00:00 UTC ]
More news stories like this | News stories tagged with: #harpercollins imprint #friday project #prolific author

Why do smartphone owners buy tablets?

For a company which business depends on collecting data, Google sure was slow tabulating its report on smartphone usage. The study is available today, but the data is already outdated given strong holiday ebook reader and tablet sales and global impact of 37 million iPhones sold during fourth... Continue reading at Betanews

[ Betanews | 2012-01-26 00:00:00 UTC ]
More news stories like this | News stories tagged with: #collecting data #tablet sales

Meredith Set To Buy Allrecipes From Reader's Digest

The magazine publisher will more than double its digital presence, by acquiring the world's biggest food site. Continue reading at AllThingsD

[ AllThingsD | 2012-01-24 00:00:00 UTC ]
More news stories like this | News stories tagged with: #magazine publisher #digital presence

US Online Ad Spending to Top Print by $5.7 Billion in 2012

U.S. online ad spending is set to eclipse that of print this year by 15.5 percent, according to eMarketer, suggesting that the long-awaited print-to-digital inflection point may now be here for both content creators and marketers. Continue reading at Folio Magazine

[ Folio Magazine | 2012-01-21 00:00:00 UTC ]
More news stories like this | News stories tagged with: #content creators

Apple's iTunes education gamble is about building loyal consumers early

Two months ago, I argued here on BetaNews that despite the ever-increasing chorus of negativity surrounding Apple, its best days are ahead. One of my reasons for my belief is the young consumer, where the Cupertino company is building a considerable amount of brand equity. Today's... Continue reading at Betanews

[ Betanews | 2012-01-20 00:00:00 UTC ]
More news stories like this | News stories tagged with: #months ago #considerable amount #textbook publishers #high school

S&S buys three novels from 'global' Desai

Simon & Schuster is to publish two new novels by Kishwar Desai, along with a re-release of... Continue reading at The Bookseller

[ The Bookseller | 2012-01-20 00:00:00 UTC ]
More news stories like this | News stories tagged with: #ss buys #simon schuster

31 Percent of Delivered Digital Ads Not Seen By Consumers

In a new study undertaken by comScore to support the release of a new digital ad measurement solution, the company found that 31 percent of ads are delivered, but not seen by consumers. Continue reading at Folio Magazine

[ Folio Magazine | 2012-01-20 00:00:00 UTC ]
More news stories like this |

Faber buys third novel from Milward

Faber has acquired a third novel from Apples author Richard Milward. Publishing director Lee... Continue reading at The Bookseller

[ The Bookseller | 2012-01-19 00:00:00 UTC ]
More news stories like this | News stories tagged with: #faber buys

Anticipation builds for Apple education news

Apple will today lift the lid on a hotly anticipated education announcement which many... Continue reading at The Bookseller

[ The Bookseller | 2012-01-19 00:00:00 UTC ]
More news stories like this |

News Corp to Buy Minority Stake in Dubai's Media Company Moby Group

Rupert Murdoch's US media giant News Corp is expanding its presence in the Middle East media market and beyond by agreeing to acquire a minority stake in Dubai-based media company Moby Group. Under the deal, News Corp will relinquish its 50 per ... Continue reading at Editor & Publisher

[ Editor & Publisher | 2012-01-18 00:00:00 UTC ]
More news stories like this | News stories tagged with: #rupert murdoch #minority stake

Google Calls Murdoch's Piracy Allegations 'Nonsense'

News Corp. Chairman Rupert Murdoch is talking nonsense, according to Google. Murdoch, a Twitter user for only the past several weeks, used the service to fire a barrage of accusations Saturday night against President Obama and Google. Continue reading at Editor & Publisher

[ Editor & Publisher | 2012-01-16 00:00:00 UTC ]
More news stories like this | News stories tagged with: #president obama

Magazines and Newspapers Need to Build Better Apps

While it is still early in the migration process, Apple's iPad and other tablets appear to be a very good thing for the publishing industry, allowing publishers to monetize their content while avoiding the printing and distribution costs associat ... Continue reading at Editor & Publisher

[ Editor & Publisher | 2012-01-13 00:00:00 UTC ]
More news stories like this | News stories tagged with: #good thing #publishing industry #allowing publishers

Medialets Launches Invite-Only Buying Platform for Mobile

Mobile rich media ad platform Medialets is getting into the matchmaking business. In an announcement today, the New York-based company said it is launching Medialets Private Marketplace, an invitation-only buying platform to connect advertisers with the Web’s top mobile publishers. Unlike an ad... Continue reading at AdWeek

[ AdWeek | 2012-01-10 00:00:00 UTC ]
More news stories like this | News stories tagged with: #rich media #cbs news

F+W Buys World Tea Media

F+W Media, a Blue Ash, Ohio-based media company serving enthusiasts in about 20 verticals including antiques and collectibles, crafts, writing and horticulture, has acquired World Tea Media, organizer of the World Tea Expo. Continue reading at Folio Magazine

[ Folio Magazine | 2012-01-10 00:00:00 UTC ]
More news stories like this |