Consortium of up to 1,000 US local newspaper and broadcast titles partners with Google to launch 'unique' private ad exchange
A consortium of over 800 US local newspaper and 200 broadcast titles has agreed a three-year deal with Google to launch a “unique” private advertising exchange.
Launch: Google described the ad exchange as "unique"
The Local Media Group said the deal would give members easy access to Google’s advertising and publishing tools and help reverse advertising sales declines through programmatic trading while Laurent Cordier, Google’s director of publisher sales for the Americas, said the move was a first in the programmatic trade.
“The exciting part about this new exchange is that it allows all of the consortium's members to bring together their inventory in a private exchange — this is unique in the industry,” he wrote in an email quoted by the Nieman Journalism Lab.
“The vision is that this will be not just about remnant inventory, but a way for the consortium members to monetise their full businesses.”
Patrick J Talamantes, president and CEO of The McClatchy Company, a founding member of the consortium, said: “By partnering with Google we are able to bring Google’s digital tools, technology and sales opportunities to all of our media members and our advertisers across the country.
“The vast size and scale of the consortium’s collective audience makes this kind of partnership possible with one of the world’s top digital companies. We’re excited about the possibilities of this partnership.
The Local Media Group – which includes Boston Globe Media Partners, Digital First Media, Hearst Newspapers and Sun-Times Media among its members - is a revamped versions of The Newspaper Consortium, which previously launched an ultimately unsuccessful partnership with Yahoo.