Google Unveils Premium Programmatic Video Marketplace

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.

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