Dive Brief:

• Google has signed a deal with Local Media Consortium to launch a private ad exchange powered by Google's DoubleClick. 
• Advertisers will now be able to purchase local ads at scale through real-time bidding. 
• Local Media Consortium's 800 daily newspapers and 200 local broadcast stations will now have access to Google's suite of ad products.

Dive Insight: 

This deal opens up new opportunities to both local publishers and advertisers. Those smaller publishers now have access to programmatic ads, and advertisers have gained more control over where their messages end up.