A broad-based media alliance including The McClatchy Co. announced a strategic advertising partnership with Google on Monday thats designed to provide the media companies with Googles search and ad technologies.
The deal was announced by the Local Media Consortium, a group that includes 800 newspapers and 200 broadcast outlets. Sacramento-based McClatchy, which publishes The Bee and 29 other daily papers, is a founder of the consortium.
The agreement will enable the media companies to easily access...Googles suite of publisher tools to help them tap into new and increased revenue opportunities, according to a press release announcing the deal.
By partnering with Google we are able to bring Googles digital tools, technology and sales opportunities to all of our media members and our advertisers across the country, said Pat Talamantes, president and chief executive of McClatchy, in the press release.
Among other things, the consortium will create a Google-powered private exchange, a kind of digital marketplace enabling advertisers to easily buy ad space across a variety of sites. Another Google tool will enable consortium members to sell contextually matched ads, in which ads are matched to the content on the web page, commanding a premium.