Dive Brief:
- To help ABC promote its show "Rising Star," Google has developed a private programmatic exchange that only buys mastheads.
- The prominent spots — running on sites like Rolling Stone, Men's Health, and Us Weekly — were purchased by ABC automatically without having to approach each individual publisher.
- In addition to offering programmatic masthead buys, the private exchange also uses data to better target the ads.
Dive Insight:
To promote a TV show, the ads needs to reach a broad audience. These programmatic masthead buys could change the way large digital campaigns are run in the future. More brands are demanding programmatic for their campaigns, so the natural evolution is to provide more premium inventory to be purchased automatically.
