"We've done private marketplaces for individual publishers and individual brands for some time now. What this promises to be is much bigger scale – top video publishers and buyers," Katelman said. "We have teams that source video inventory directly. Now Google is joining the party. We both want to do this in a hand-selected fashion so working with them should dramatically increase our ability."
Details are still sketchy on Google's plans to support reserved media buys, an opportunity that many companies are trying to seize. Its competitors in this area include Rubicon Project, PubMatic, Mediaocean and AppNexus, to name a few.
In a blog post, VP for Display Advertising Products Neal Mohan wrote, "This new option is meant to help streamline what today can be a cumbersome process, involving days of back-and-forth negotiations, dozens of phone calls and sometimes, yes, a fax machine. We hope brands and publishers will be able to spend less time on logistics and more time building partnerships and winning creative and content."
Google will discuss its video exchange and reserve media offerings at its Client Advisory Board event Thursday. Watch the live stream.