- Time Inc. is expanding its private ad exchange to include global digital inventory.
- New inventory would include brands from the U.K. division IPC, like Wallpaper and NME.
- The publisher plans to sell editorial-themed packages programmatically through Google's DoubleClick.
This move by Time Inc. is a testament to the growth of programmatic worldwide. While some publishers complain that programmatic has undermined their premium ad business, others like Time Inc. are embracing private ad exchanges and allowing them more control over the programmatic process. The private exchange allows Time Inc. to set parameters on what it wants to sell while still offering a large — now global — inventory for buyers to purchase programmatically.