Feb 07

Google Makes Push For Brand Dollars With Advertiser-Driven Private Exchanges

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Direct-response advertisers have largely embraced programmatic buying, where ad dollars are matched with impressions in an auction-based real-time environment.

Brand advertisers? Not so much.

Google is hoping to change that with what it is calling “custom brand exchanges,” a reverse-engineering of the private publisher exchange, which have become commonplace.

Continue reading at AdAge.com

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