ABC is promoting its new "Rising Star" TV show through a private Google programmatic ad exchange that only accesses masthead inventory. ABC has already used the exchange for mastheads on Rolling Stone, Men's Journal, Us Weekly and others without directly contacting the publisher. "We were able to run large mastheads in places we were never able to do before and spread out who's seeing our message," said ABC Television Executive Director of Digital Strategy Ben Blatt.

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