Time Inc. Taps Google For Programmatic Sales

by Erik Sass @eriksass1, February 26, 2014

Time Inc. has partnered with Google to launch a global programmatic advertising sales platform called the Time Inc. Global Exchange, the publisher announced Wednesday.

The new platform, powered by Google’s DoubleClick Ad Exchange, will give advertisers programmatic access to brands including Time, People, Sports Illustrated and InStyle, as well as the U.K. properties owned by IPC, a Time Inc. property, including Wallpaper and NME, a music weekly. Altogether, the exchange reaches an audience of 116 million in the U.S., U.K., and elsewhere.

The terms of the deal were not disclosed.

Time Inc. emphasized that cross-platform exchange in premium ad inventory. The programmatic offerings include editorial-themed packages (allowing advertisers to place ads near content on certain subjects) and targeted audience segments using anonymized, aggregated data. The ads are available across a range of devices, including smartphones, tablets and desktop.

The new exchange will build on the momentum of Time Inc.’s previous programmatic sales efforts, which have already seen substantial year-over-year growth, according to the company. Andy Blau, senior vice president and group general manager for Time Inc. advertising sales, stated: “Working strategically with Google, we’ve confirmed that there is great demand for premium content sold programmatically and we’re one of the few companies with the scale to deliver it with this kind of depth and accountability.”

This is just the latest in a series of major publishers partnering with Google for programmatic sales.

As reported earlier today, Google recently announced a partnership with the Local Media Consortium, which includes around 800 daily newspapers and 200 local broadcast stations, to form a private programmatic exchange powered by DoubleClick.

Included in the consortium are Cox Media Group, the Daily Herald and the San Diego Union-Tribune, among others. Google says the new private exchange will house 10 billion monthly impressions of video and display inventory.

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3 comments about "Time Inc. Taps Google For Programmatic Sales".

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Al DiGuido from Optimus Publishing, February 27, 2014 at 9:01 a.m.
I guess this means that the leadership at Time inc doesn't have alot of faith in their sales team. I would have hoped that Time Inc would have been able to create a sales team that COULD sell their "premium" inventory. Prediction - next announcement is another round of layoffs focused on sales and marketing...ALL of this sounds so much like desperate cost cutting.
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Mike Einstein from the Brothers Einstein, February 27, 2014 at 9:08 a.m.

The myth of premium content strikes again! When are we going to realize that "premium", like "beauty", is in the eye of the beholder? Stated another way, premium content should be defined as any content I choose, and the notion that ad space in proximity to a Time Magazine article is more valuable and should be priced differently than ad space on a porn site is specious reasoning that flies in the face of logic and common sense. The fact is, there's only 100% of anything, including the audience, which means the folks reading Time are also watching porn. Case in point: Television, at fifty bucks per thousand in prime reaches the very same people Facebook reaches for fifteen cents per thousand 24/7. It's like the old Lay's Potato Chip line: Eat all you want, we'll make more!

Mike Einstein from the Brothers Einstein, February 27, 2014 at 9:50 a.m.

Richard, Don't know as I agree. I hear some of the porn ads have really good creative!