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 San Francisco This Year's Premier Digital Marketing Event is #CZLSF
ClickZ Live San Francisco (Aug 11-14) brings together the industry's leading practitioners and marketing strategists to deliver 4 days of educational sessions and training workshops. From Data-Driven Marketing to Social, Mobile, Display, Search and Email, this year's comprehensive agenda will help you maximize your marketing efforts and ROI. Register today!

ABOUT THE AUTHOR

Yuyu Chen

Yuyu Chen is an Editorial Intern 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

BigDoor: The Marketers Guide to Customer Loyalty

The Marketer's Guide to Customer Loyalty
Customer loyalty is imperative to success, but fostering and maintaining loyalty takes a lot of work. This guide is here to help marketers build, execute, and maintain a successful loyalty initiative.

Marin Software: The Multiplier Effect of Integrating Search & Social Advertising

The Multiplier Effect of Integrating Search & Social Advertising
Latest research reveals 68% higher revenue per conversion for marketers who integrate their search & social advertising. In addition to the research results, this whitepaper also outlines 5 strategies and 15 tactics you can use to better integrate your search and social campaigns.

WEBINARS

    Information currently unavailable

Jobs

    • Interactive Product Manager
      Interactive Product Manager (Western Governors University) - Salt Lake CityWestern Governors University, one of the 20 largest universities...
    • SEO Senior Analyst
      SEO Senior Analyst (University of Phoenix (Apollo Education Group)) - San FranciscoSEO Senior Analyst   Position Summary...
    • SEM & Biddable Media Manager
      SEM & Biddable Media Manager (Kepler Group LLC) - New YorkAs an Optimization & Innovation Manager at Kepler Group, you will be on the bleeding...