For many years, Turner (as well as ESPN) was the face of the big media caution when it came to online ad automation. Turner, under the leadership of digital sales chief Walker Jacobs, vocally eschewed ad networks and ad exchanges, and warned other publishers to protect their value and more importantly, their data.
Jacobs left the company a few months back. And now that era is over. Turner Digital Ad Sales has announced the launch of the Turner Premium Xchange, a private ad exchange via which it will sell digital ad inventory to preferred partners looking to take advantage of the efficiencies and power of programmatic audience-based ad buying.
Turner partnered with The Rubicon Project on the new exchange, providing a solid endorsement for the Los Angeles, Calif.-based ad tech firm.
The new Turner Premium Xchange will sell inventory from ever Turner brand, including CNN.com and TBS.com—with the exception of Cartoonnetwork.com (advertisers can't use behavioral targeting for kids). From the sound of it, advertisers will be able to bring their own data to buy ads targeted to specific users via the exchange.
“It’s always our aim to provide our advertising partners with the tools they need to make more informed decisions about their campaigns, and they’re increasingly seeking more data-driven solutions,” said Greg D’Alba, president of CNN News Networks and Turner Digital Ad Sales and Marketing, in a statement. “Our digital sales efforts have evolved to better reflect this dynamic marketplace, while the majority of our business remains committed to developing customized sponsorships for advertisers that leverage the world class brands and content across all screens within the Turner Digital portfolio.”