Time Inc. and Google to launch new global ad exchange

Time Inc. and Google have today announced the launch of the Time Inc. Global Exchange – an ad exchange that will give marketers programmatic access to Time Inc’s global digital footprint of 116 million.

With the inclusion of IPC Media – Time Inc’s UK publisher – the company will for the first time merge its worldwide digital properties into a single global exchange that will launch on Google’s programmatic platform, powered by the DoubleClick Ad Exchange.

IPC Media is the UK’s leading consumer magazine and digital publisher, with more than 60 media brands which reach 26 million UK adults.

Including the desktop and mobile properties of the company’s premium brands such as Sports Illustrated and InStyle, as well as those from IPC’s portfolio – including NME and Marie Claire – the strategic relationship is expected to result in one of the largest cross-platform premium exchanges.

“We have been growing our programmatic capabilities and offering across the IPC portfolio exponentially since the middle of last year,” said Sam Finlay, head of digital advertising at IPC Media.

“This new initiative, partnering with out parent company Time Inc. on the DoubleClick Ad Exchange, creates a premium portfolio of scale for our clients to access across a broad range of audiences.”

IPC believes the offering will be “unrivalled” in the market.