After revealing a partnership for programmatic ad buying with Local Media Consortium as well as Russia’s Yandex, Google is continuing its sweep of the land by also securing a deal with Time Inc., extending its reach to another 116 million consumers via Time’s digital properties.
No financial specifics of the agreement were available and both Google and Time Inc. declined to comment. The only piece of information Google shared was the start date: the exchange will launch March 1.
How it will work: It’s quite typical of each of Google’s programmatic ad exchange deals so far – the Time Inc. Global Exchange will be powered by Google’s DoubleClick and all of Time Inc.’s digital properties across markets will be consolidated on the platform for their ad buying. Voilà.
The question is, where will the [Google] Empire strike next?