Google is launching a programmatic video marketplace that it says will only include premium publishers and select brands. Neal Mohan, vp of display and video advertising, announced the video ad platform today at a DoubleClick customer conference.
The marketplace is called Google Partner Select and it will open inventory from publishers like Time Inc. for brand clients form media agencies like Omnicom Media Group. Google is being choosy with who can join the market, because it wants to only offer premium video inventory, the company said.
“Our brands and agencies want to buy this premium content programmatically, but have difficulty finding the high-quality inventory they want,” Mohan said in an e-mail statement today. “Our publisher partners also want to take advantage of the ease and efficiency of programmatic to connect with top brands, but with transparency and control over how that happens.
“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.”
Google did not confirm the partners it has on board, but Time Inc. and Omnicom did comment in the announcement of the program.
Video is an important component in brand advertising online, accounting for $6 billion a year in spending.
“We’re introducing a way for marketers and publishers to execute direct, reservation-based sales through the DoubleClick platform,” Mohan said.