Home  › Media › Video
googlevideo

Google Unveils Premium Programmatic Video Marketplace

  |  June 5, 2014   |  Comments

The tech giant has released its own programmatic ad exchange for video ads.

Online videos present big opportunities for brands, publishers, and tech vendors. So to capitalize on the surge in popularity of video ads, Google has unveiled its own programmatic video marketplace, for a group of select partners.

The new offering, called Google Partner Select, aims to connect premium publishers and brands through direct buying.

"This new premium programmatic marketplace will connect a select set of publishers investing in top-quality video with the brands that want to buy against it," Neal Mohan, Google's vice president of display and video advertising products, said in a statement.

According to Mohan, both brands and publishers have difficulty leveraging programmatic video buying. On one side, brands want to take advantage of premium video content, but they have a hard time finding high-quality video inventory; on the other side, publishers want to have control over programmatic.

To meet needs on both sides, Google's new marketplace will bring together "the best of brand with the best of programmatic."

This seems to be good news for marketers. "The ability to allow our customers to connect with Google's premium publisher network in a programmatic fashion is [a] perfect evolution for real-time bidding (RTB) video," says Erik Seide, senior media analyst at Spongecell, an ad-tech company.

He points out that Google's programmatic marketplace will enable publishers to increase their ad prices "by becoming part of a bundle with Google's premium video properties."

Google did not disclose its select brands and publishers, but both Omnicom Media Group and Time, Inc. have hinted that they will be working with the tech giant.

This is not the first time we've seen Google work closely with select partners in the video space. During the Digital Content NewFronts in May of this year, they unveiled a program called Google Preferred, created to drive advertising attention to the top 5 percent of content on YouTube. Its initial partners included Johnson & Johnson, Heineken NV, and DigitasLBi.

Image via Shutterstock.

ClickZ Live New York Want to learn more? Join us at ClickZ Live New York 2015
[ALERT] Super Saver Rates Expire January 30. With over 15 years of experience delivering industry leading events, ClickZ Live brings together over 50 expert speakers to deliver an action-packed, educationally-focused agenda covering all aspects of digital marketing. Quick! - Register today to secure your place at the best rate.

ABOUT THE AUTHOR

Yuyu Chen

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.

COMMENTSCommenting policy

comments powered by Disqus

Get ClickZ Media newsletters delivered right to your inbox. Subscribe today!

COMMENTS

UPCOMING EVENTS

Featured White Papers

Google My Business Listings Demystified

Google My Business Listings Demystified
To help brands control how they appear online, Google has developed a new offering: Google My Business Locations. This whitepaper helps marketers understand how to use this powerful new tool.

5 Ways to Personalize Beyond the Subject Line

5 Ways to Personalize Beyond the Subject Line
82 percent of shoppers say they would buy more items from a brand if the emails they sent were more personalized. This white paper offer five tactics that will personalize your email beyond the subject line and drive real business growth.

WEBINARS

    Information currently unavailable

Jobs

    • SEM & Product Listing Ads (PLA) Manager
      SEM & Product Listing Ads (PLA) Manager (Zappos.com) - Las VegasZappos IP, Inc. is looking for a SEM & Product Listing Ads (PLA) Manager! Why...
    • Senior Product Listing Ads (PLA) Coordinator
      Senior Product Listing Ads (PLA) Coordinator (Zappos.com) - Las VegasZappos IP, Inc. is looking for a Senior Product Listing Ads (PLA) Coordinator...
    • Sales Planner
      Sales Planner (Verve) - Los AngelesJob Information:   Planners at Verve are responsible for supporting all of the ad sales team’s pre...