Google and ABC Build a Programmatic Ad Exchange That Only Buys Mastheads

Rising Star requires top billing

Google's private programmatic exchanges can now book premium ad space like mastheads for brands. It is working with ABC to promote the new show Rising Star using an exchange that only places ads in prominent positions, ones that are not typically associated with automated buying.

"This exchange is unique in that it specifically accesses only masthead inventory across several hand-selected premium publishers, including Wenner Media," a person familiar with the arrangement said.

For Google, this is an evolution of its recent programmatic strategy that attracted brands to automated buying methods by carefully selecting the publishers that could participate.

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