Google and Interpublic Group’s, Magna Global, have partnered in a single-year (renewable) upfront deal. The $100 million move will give the ad buyer (Magna) access to Google's properties.
Google and Interpublic Group’s, Magna Global, have partnered in a single-year (renewable) upfront deal. The $100 million move will give the ad buyer (Magna) access to Google's properties including the company's inventory, data, and direct client assistance.
It is the first time Magna has formed such a partnership with Google. For Google, the deal is its latest effort to attract big brand advertisers, after its recent partnership with comScore. Providing access to its ad inventory and data is hoped to help lubricate Magna's buying and planning process. The two companies may also work closely to create quality content on YouTube and other Google properties.
Google has brokered this kind of deal with other ad buyers before, including MediaVest, DigitasLBi, and Razorfish. By building relationships with media agencies, Google is making the process of creating, buying, and monitoring ads online similar to the way it is done in the television business.
In addition to the newly formed partnership with Magna, Google also cooperates with its peers in the tech and media industries, such as Yahoo, Microsoft, and Hulu, to create connections between the television business and digital marketing. These companies founded the Digital Content NewFronts in 2012. This year's event, which is scheduled to run from April 28 to May 8 in New York, is the digital version of the television industry's annual upfronts, where advertising spaces valued at billions of dollars are purchased in advance.
On the heels of a fantastic event in New York City, ClickZ Live is taking the fun and learning to Toronto, June 23-25. With over 15 years' experience delivering industry-leading events, ClickZ Live offers an action-packed, educationally-focused agenda covering all aspects of digital marketing. Register today!
Yuyu Chen is a junior reporter at ClickZ. Her work has appeared in Local East Village, New York Daily News and Brooklyn Chamber of Commerce website. Yuyu received her M.A. in Business and Economic Reporting from New York University in May, 2013.
Hong Kong, May 5-6, 2015
Gartner Magic Quadrant for Digital Commerce
This Magic Quadrant examines leading digital commerce platforms that enable organizations to build digital commerce sites. These commerce platforms facilitate purchasing transactions over the Web, and support the creation and continuing development of an online relationship with a consumer.
Paid Search in the Mobile Era
Google reports that paid search ads are currently driving 40+ million calls per month. Cost per click is increasing, paid search budgets are growing, and mobile continues to dominate. It's time to revamp old search strategies, reimagine stale best practices, and add new layers data to your analytics.
May 6, 2015
12:00pm ET/9:00am PT