The relationship builds on Time Inc.’s impressive growth in programmatic sales
NEW YORK – Time Inc. and Google announced the launch of the Time Inc. Global Exchange, an ad exchange that would give marketers programmatic access to Time Inc.’s global digital footprint of 116 million* consumers.
“We’ve been focused on programmatic for some time now, but with the launch of the Time Inc. Global Exchange, we’re betting on the uptapped potential Time Inc. has in this space”
This announcement marks the first time Time Inc. will merge its worldwide digital properties into a single global exchange that will launch on Google’s programmatic platform, powered by the DoubleClick Ad Exchange. The Time Inc. Global Exchange will include the desktop and mobile properties of the company’s premium brands such as TIME, PEOPLE, Sports Illustrated and InStyle, as well as those of its UK publisher IPC, including Wallpaper* and music weekly NME. The strategic relationship between Time Inc. and Google to enable programmatic buying across markets will result in one of the largest, cross-platform premium exchanges.
The new global exchange will build on Time Inc.’s programmatic success – the company has seen impressive growth year-over-year in its programmatic business.
As part of its broader relationship with Google, Time Inc. will make editorial-themed packages available for sale programmatically through Google’s Ad Exchange, powered by DoubleClick. Through the same platform, Time Inc. will also make targeted segments available to advertisers created using anonymized, aggregated user data.
“We’ve been focused on programmatic for some time now, but with the launch of the Time Inc. Global Exchange, we’re betting on the uptapped potential Time Inc. has in this space,” said Andy Blau, SVP & Group GM, Time Inc. Advertising Sales. “Working strategically with Google, we’ve confirmed that there is great demand for premium content sold programmatically and we’re one of the few companies with the scale to deliver it with this kind of depth and accountability.”
“We’re really excited about the promise of programmatic technology to help world class publishers like Time Inc. connect with their marketing partners and grow their businesses,” said Bonita Stewart, Vice President, Americas Partner Business Solutions, Google. “The Time Inc. Global Exchange is a great example of a premium publisher innovating to put digital at the core of their business.”
About Time Inc.
Time Inc., a division of Time Warner, is one of the largest branded media companies in the world reaching more than 130 million Americans each month across multiple platforms. With influential brands such as TIME, PEOPLE, SPORTS ILLUSTRATED, InStyle, REAL SIMPLE, Travel + Leisure and Food & Wine, Time Inc. is home to celebrated events and franchises including the FORTUNE 500, TIME 100, PEOPLE’s Most Beautiful, SPORTS ILLUSTRATED’S Sportsman of the Year and the Food & Wine Classic in Aspen.
*Time Inc.’s Global Footprint reached by adding World Wide Media Metrix DeskTop/PC audience + Mobile exclusive audiences from Media Metrix Multi-Platform data from regions where comScore has published estimates (i.e. US & UK)