Google announced Wednesday that it plans to build a marketplace where top video content publishers can sell their online advertising inventory. According to an article posted on DoubleClick Wednesday, Google Partner Select is aimed at being a “programmatic premium video marketplace.”
Launching a video advertising marketplace like Partner Select should come as no surprise. With publishers and brands creating amazing video content by the minute and video ad spendings projected to swell to $6 billion this year, Google wants a bigger piece of the pie.
But besides that fact, the Partner Select platform further supports the idea that publishing high-quality content is the best way to business online.
High-quality inventory is out there, but it’s hard to find.
This platform is supposed to help advertisers connect with publishers with high-quality inventory.
“Our brands and agencies want to buy this premium content programmatically, but have difficulty finding the high quality inventory they want,” said Neal Mohan, Vice President of Display and Video Advertising Products, Google.
The platform is supposed to help connect a select set of publishers investing in top-quality video with brands who want to purchase media inventory.
What does this means for advertisers?
Partner Select is a huge nod in video content‘s and video advertising’s direction not to mention, not too long ago Google announced it’s intention to purchase another video platform, Twitch. The question remains, will advertisers have more control over where their video impressions are coming from and when their media will go live. Besides finding high-quality inventory, advertisers will also be able to purchase direct, reservation-based inventory. But, will the time saved by publishing media through a programmatic platform be enough to offset any benefits advertisers get from publishing through original serialized online programming?
Benefits cited by Google include:
- Exchange will be clean and well lit
- Ability to purchase direct, reservation-based inventory
- Relief from paperwork normally involved with online media buys
What does this means for publishers?
Partner Select is definitely a signal to publishers to keep creating high-quality, well-organized and user-friendly content. But we will have to wait and see how the liquid nature of programmatic media buys plays out in real life. High-quality content publishers will want to have the assurance that the video ads published on their website won’t look cheap.
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