Google Empowers Programmatic Buying with Time Inc. Deal

Time Inc.

Google has signed on the dotted line yet again.

This time, it has entered into a deal with Time Inc. Google and Time will be launching a premium programmatic ad exchange, Time Inc. Global Exchange on March 1.

Here are a few important details about this deal:

  • Time’s 116 million customers will now be merged into Google’s DoubleClick Ad Exchange
  • Marketers will gain access to all Time’s customers on the Time Inc. Global Exchange
  • The Time Inc. Global Exchange will include the desktop and mobile properties of Time’s premium brands like TIME, PEOPLE, Sports Illustrated etc.

Such a deal gets you thinking, is Google trying to give the digital world a sign? Is programmatic buying really better than manual media planning? Many brands swear by programmatic ad buying and many set much store by manual media planning. Regardless of the type of ad buying you prefer, this Google-Time deal is definitely intriguing in the opportunities and possibilities it can offer for Google, Time and marketers.

What is your take on this Google move?

Image Source: Media Bistro

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Team Position²

Position2 is an innovative digital marketing agency that accelerates demand through integrated Content Marketing, Paid Acquisition, and Marketing Technology solutions. Our demand acceleration solutions map the buyer’s journey across multiple touch points such as search, social, mobile, media, and email. These integrated campaigns are powered by cutting-edge content creation, digital advertising, web design/development, marketing automation, and analytics. We serve hundreds of clients ranging from VC funded startups to Fortune 500 multinational firms. Our 200-member team is based in Silicon Valley and Bangalore and consists of marketing gurus, engineers, data scientists, writers, and designers. Founded in 2006, Position2 is backed by Accel Partners.