Google woos big brands with demand-driven ad exchanges

Google is hoping to get major brand advertisers to join the programmatic buying trend through "custom brand exchanges" that match brands with premium inventory on the Web. The exchanges, which have been used by Cadillac among others, break the normal practice by beginning with a brand's budget and then determining appropriate ad space. "We're trying to create effectively a curated network for these advertisers using the best inventory these publishers have to offer," said Aaron McNally of Google's DoubleClick Ad Exchange.

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