Dive Brief: 

• Turner's former digital sales chief, Walker Jacobs, was publicly against the company entering into programmatic buying because of concerns with protecting inventory and data. 
• Now that Jacobs has left Turner, the media giant has pivoted and launched Turner Premium Xchange, a private ad exchange built in partnership with ad tech firm The Rubicon Project. 
• Advertisers will be able to bring their own data to the Turner network to target audiences on platforms like CNN.com and TBS.com.

Dive Insight: 

While the concerns over protecting data are valid, the fact is advertisers want to buy programmatically. For Turner to completely ignore that would hurt them in the long run. By creating the exchange, Turner is opening up a whole slew of more options, which is attractive to advertisers.