With the inclusion of IPC Media, Time Inc’s UK publisher, Time Inc will for the first time 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* , marieclaire.co.uk 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 Time Inc’s programmatic success – the company says it has seen impressive growth year-on-year in its programmatic business across its entire portfolio.
As part of its broader relationship with Google, editorial-themed packages will be made available for sale programmatically through Google’s Ad Exchange, powered by DoubleClick.
Sam Finlay, head of digital advertising, IPC Media says: “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.”
