Dive Brief: 

• Google is going after big brand advertisers by offering private exchanges with top tier publications. 
• The programmatic model — which has been popular with direct-response advertisers — hasn't caught on with brand advertisers. 
• These private exchanges match up big brands — like Cadillac, Burberry, and Disney — with major publishers like The Wall Street Journal, Forbes, and Time Inc. 

Dive Insight:

What Google has developed with private exchanges could be one solution to the hesitation of many brands to buy programmatically. It offers some of the convenience of programmatic with more control over where and when ad creative will appear.