Published February 2014
By Alex Kantrowitz, AdAge
Aggregating Top Tier Programmatic Inventory For Big Budget Brand Advertisers
Direct-response advertisers have largely embraced programmatic buying, where ad dollars are matched with impressions in an auction-based real-time environment.
Brand advertisers? Not so much.
Google is hoping to change that with what it is calling "custom brand exchanges," a reverse-engineering of the private publisher exchange, which have become commonplace.
Unlike a typical private exchange which starts with specific publishers, Google is starting with demand, taking large ad budgets from brands like Cadillac, Burberry and Disney and matching that to premium inventory from the likes of Time Inc., Forbes and The Wall Street Journal.
Read the full article on AdAge.