Google LogoGoogle launched a new premium video marketplace yesterday that will enable advertisers to cherry-pick inventory not only on YouTube, but also on non-Google properties. Writing on the Doubleclick blog, Neal Mohan, Google’s VP of Display and Video Advertising Products, said the new offering, called ‘Google Partner Select’, is aimed at providing advertisers with the opportunity to spend millions at a time, with the same kind of efficiency you get with TV, where “you can spend millions of dollars with not much more than a handshake.”

“Our brands and agencies want to buy this premium content programmatically, but have difficulty finding the high quality inventory they want. Our publisher partners also want to take advantage of the ease and efficiency of programmatic to connect with top brands, but with transparency and control over how that happens. In order to grow the marketplace for everyone, we need to invest in the systems that will make it easier for brands and premium publishers to transact at scale,” he wrote.
The move comes just a few months after Google launched ‘Google Preferred’, which allows advertisers to buy inventory from the top five percent of YouTube publishers. Mohan also acknowledged that these moves aren’t just about meeting the expectations of brand advertisers. Part of the reason Google is allowing advertisers more flexibility is that online video is finally getting to the point where it has grown up and has less to hide, so premium no longer has to be bundled with long tail inventory.

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