Google will create a premium, programmatic Web video ad exchange to capitalize on shifting ad budgets and further entrench itself into the digital-video space. The exchange will be called Google Partner Select and will focus on ads in high-quality videos such as TV network content. Google Partner Select will let marketers place their video ads […]
Google will create a premium, programmatic Web video ad exchange to capitalize on shifting ad budgets and further entrench itself into the digital-video space.
The exchange will be called Google Partner Select and will focus on ads in high-quality videos such as TV network content.
Google Partner Select will let marketers place their video ads on a limited number of premium websites, which Google didn’t specify.
The scheme is designed to be fast, so that advertisers can find and select the right site for a video promotion in seconds instead of days.
“In order to grow the marketplace for everyone, we need to invest in the systems that will make it easier for brands and premium publishers to transact at scale,” Neal Mohan, vice president of display and video advertising, said in a blog post.
Google is bolstering its efforts to sell ads outside its core features, including the main search site and video-sharing service YouTube. Sales on its partner sites, otherwise known as network revenue, rose 4 percent during the first quarter compared to a 21 percent increase on Google’s services.
“Video is the fuel for effective brand marketing and having more top quality video content available programmatically is going to open up all sorts of new possibilities for brand clients,” said Josh Jacobs, Global CEO, Accuen & President, Platforms and Partnerships, Omnicom Media Group. “That’s what Google is looking to accomplish with this marketplace and we look forward to working with them as it evolves.”
Video is a growing piece of the advertising industry. It’s set to make up 16 percent of the U.S. digital market in 2018, up from less than 10 percent last year, according to eMarketer.
Read the announcement on Google’s DoubleClick blog here.
