Google Inc (NASDAQ:GOOG) has partnered with Time Inc., a division of Time Warner Inc (NYSE:TWX) in launching a new global ad exchange as part of its initiative to expand its role in selling online advertisement to publishers.

Google

Largest cross-platform exchange

The Time Inc. Global Exchange is powered by DoubleClick, a subsidiary of Google Inc (NASDAQ:GOOG) responsible for developing and providing digital advertising services for publishers, advertisers/agencies, and third-party technology providers. The new ad exchange allows advertisers to purchase ad placements across the online publications of Time Inc. in the United States and in other countries.

IPC Media, an affiliate/publisher of Time Inc. in the United Kingdom will be included in Time Inc Global Exchange, which will cover 116 million customers. The partnership between Google Inc (NASDAQ:GOOG) and Time Inc will create one of the largest premium cross-platform exchanges worldwide.

Premium brands

The Time Inc Global Exchange will be comprised of the desktop and mobile properties and premium magazine brands such as Time, People, Sports Illustrated, and Instyle as well as IPC Media’s Wallpaper, marieclaire.co.uk, and music weekly NME.

The global ad exchange will sell editorial-themed packages as part of the partnership agreement between Google Inc (NASDAQ:GOOG) and Time Inc.

In a statement, IPC Media head of digital advertising, Sam Finlay said, “We have been growing our programmatic capabilities and offering across the IPC portfolio exponentially since the middle of last year. This new initiative, partnering with our 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. We believe this is an unrivalled offering in the market and we are very excited by its potential. ”

Other initiative on Google

Yesterday, Google Inc (NASDAQ:GOOG) announced its agreement with Local Media Consortium to provide its membership with set of advertising products for publishers including Powerful Private Exchange, DoubleClick Platform, and AdSense Contextual Ads. The organization’s membership is composed of 800 daily newspapers and 200 local broadcast stations.