Time.Inc has joined with Google to launch a global ad exchange that will enable brands to access the publisher's consumer audience.
The exchange will open up Time's digital audience of 116m consumers to digital advertisers, and will also include its UK publisher IPC Media as it merges its worldwide digital properties that will run through Google's programmatic platform.
The single global exchange, powered through the DoubleClick Ad Exchange, will include the publisher's major titles including InStyle, NME, Sports Illustrated and Time.
Sam Finlay, head of digital advertising, for IPC Media, commented: "We have been growing our programmatic capabilities and offering across the IPC portfolio exponentially since the middle of last year. This new initiative, partnering with our parent company Time Inc. on the DoubleClick Adexchange, creates a premium portfolio of scale for our clients to access across a broad range of audiences. We believe this is an unrivalled offering in the market and we are very excited by its potential. ”
The partnership between Time and Google include editorial themed packages made available programmatically.