Featured u.s. hispanic

Pew Research Center

2016 Electorate: Most diverse

The upcoming 2016 U.S. elections promise not only to be interesting, but will showcase...

read more

Featured us. hispanic

Copa America Centenario

COPA AMERICA CENTENARIO IN USA

Copa America is coming to the U.S. for its 100 year celebration...

Read more

Featured south america

Startup Chile

STARTUP IN CHILE: AT THE BEGINNING OF THE WORLD

Although many people would like to launch a company, it´s not a simple process...

read more

Google & ABC Develop a Programmatic Ad Exchange

Written by Alfredo C. on . Posted in Digital, Marketing, Technology

programmatic-buying

Google and ABC used a new programmatic ad exchange service on premium sites.

Brands can now reserve Google’s private programmatic exchanges in the header sections of premium websites. The company is working with ABC to advertise on the new program Rising Star using an exchange that only places ads in positions that stand out most, those that are not normally associated with automatized purchasing.

This exchange is unique because it has excess to exclusive inventory through several top-quality editors, selected and chosen manually.

For Google, it’s about building upon its recent programmatic strategy

This strategy attracted brands to automatic purchasing methods by a careful selection of the editors that could participate. Still, one of the setbacks has been the lack of inventory for these specialized profiles as well as for ads, which is obviously what entertainment brands like ABC need.

Ben Blatt, director of digital strategy for ABC Television, commented:

“When you introduce a new TV show, you need a lot of space to get the message across.”

For Rising Star, ABC took charge of header spaces on sites like Rolling Stone, US Weekly, and Men’s Journal. The network was able to automate the ad’s purchasing process on the web’s leading home pages without having to approach each editor individually.

According to Blatt, they were able to run big headers in places where they’ve never been able to before, and track who was viewing their messages. The private exchange not only automatizes the process of when and where ads are placed, but also uses data to better tailor messages to consumers.

Interest in programming purchasing continues to increase as more brands invest in the technology. Still, one of the fears is that automation could devalue the inventory, and online editors have been reluctant to sell space this way in the past.

This post is also available in: Spanish

Tags: , , , , ,

Trackback from your site.

Alfredo C.

Born in Havana, Cuba. Bachelor’s degree in Graphic Design and a Master’s degree in Web Design and Development.

Leave a comment

Featured marketing

Brian Patrick (photographer)

LATINOS IN PHILANTHROPY

Last month I attended for the 4th consecutive year the Gala by Latino Community Foundation of San Francisco...

read more

Featured technology

iPhone 6

HOW TO UNLOCK YOUR IPHONE 6

This week I share with all of you this tutorial that explains how to unlock any version...

read more

Featured marketing

Coca Cola Ad

HUMOR IN ADVERTISING: COPA AMERICA

As the Copa America approaches kick-off, South American teams and fans...

Read more

Popular Video

emerge americas

EMERGE AMERICAS 2015 OPENS IN MIAMI BEACH

eMerge America kicked off at the Miami Beach Convention Center...

Watch It

Report Center

IAB

IAB INTERACTIVE ADVERTISING OUTLOOK 2014

The Interactive Advertising Bureau released its annual Interactive Advertising Outlook for 2014. Find out what growth and trends you can expect in the industry this year!

Read more