Google Starts Premium Video Marketplace to Boost Ads

Google Inc. (GOOG) wants to make it easier for big advertisers to quickly find spots for high-end videos.

The Mountain View, California-based company is today introducing “Google Partner Select.” The service will let marketers place their video ads on a limited number of premium websites, which Google didn’t specify. It’s designed to be speedy, so that advertisers can find and select the right site for a video promotion in seconds instead of days.

“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,” Neal Mohan, vice president of display and video advertising, said in a blog post.

Google is bolstering its efforts to sell ads outside its core features, including the main search site and video-sharing service YouTube. Sales on its partner sites, otherwise known as network revenue, rose 4 percent during the first quarter compared to a 21 percent increase on Google’s services.

Video is a growing piece of the advertising industry. It’s set to make up 16 percent of the U.S. digital market in 2018, up from less than 10 percent last year, according to EMarketer Inc.

To contact the reporter on this story: Brian Womack in San Francisco at bwomack1@bloomberg.net

To contact the editors responsible for this story: Pui-Wing Tam at ptam13@bloomberg.net Ben Livesey

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