Google announced
today a deal with the Local Media Consortium, an industry alliance comprised of more than 800 daily newspapers and 200 local broadcast stations. Google will offer the publisher group access to a suite of its ad products.
The most significant aspect of the deal is the launch of a new private ad exchange, powered by DoubleClick Ad Exchange technology. The exchange will allow the local publishers to attract programmatic ad budgets and give advertisers a way to buy local at scale. Google says the exchange will offer 10 billion monthly impressions from video and display inventory.
The Local Media Consortium members will also have access to the DoubleClick for Publishers ad management platform and the option to run AdSense ads on their sites.
Local Media Consortium members include individual properties as well as publishing groups such as Hearst Communications, Cox Media and the McClatchy Company.
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