Google partners TalkTalk in largest UK deal since £244m Admeld

Google has struck a deal with TalkTalk to sell its remnant premium display inventory, in the largest deal of this kind by the digital giant since it purchased the publishing platform Admeld for a reported $400m (£244).

TalkTalk: 2011 TV campaign
TalkTalk: 2011 TV campaign

Although the TalkTalk deal is not in the same ballpark in terms of size as Admeld, it is the first major publishing deal Google has made in the UK since the acquisition closed last year.

As part of the deal, the internet and software company will handle TalkTalk's online campaign management sold as inventory, across the majority of Google's suite of publishing monetisation products.

These include DoubleClick Ad Exchange, DoubleClick for Publishers ad serving solution, AdMeld and Double Click Rich Media’s ad formats.

Google will also handle yield management and premium remnant inventory.

A spokeswoman would not disclose details of the deal, but said it was the largest UK publishing deal it had done since it acquired Admeld, the advertising optimisation platform for publishers, for a reported sum of $400m.

It is understood that Google struck a similar deal in the UK with Gumtree in 2011.

Benjamin Faes, managing director media and platform for Northern Europe at Google, said: "We believe that the seamless integration of all those products will allow TalkTalk to optimize their advertising revenue strategy and maximize the value of each of their impressions."

According to comScore, TalkTalk received 4.5 million unique visitors to all online properties, which include news, entertainment and webmail, for January 2012.

TalkTalk.co.uk had 4.2 million global users and 3.7 million unique visitors in the UK for the same period.

Follow Sarah Shearman on Twitter @Shearmans

Have your say...

Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus
Media Week Jobs
Search for more media jobs

Latest

Newspaper ABCs: Digital figures for August 2014

Newspaper ABCs: Digital figures for August 2014

Mail Online continues to lead the websites for the UK's national newspapers, with more than 113 million unique browsers in August, the biggest risers year on year are sites for the Metro (175%) and the Mirror (99%).

Share
Trinity Mirror's Wildman poaches Yahoo's Piers North

Trinity Mirror's Wildman poaches Yahoo's Piers North

Trinity Mirror has poached Piers North from Yahoo to take the new role of digital strategy director at the national and regional newspaper publisher.

Share
Starcom MediaVest appoints Sue Frogley as global commercial director

Starcom MediaVest appoints Sue Frogley as global commercial director

Starcom MediaVest Group has appointed Sue Frogley to the newly created role of global commercial director.

Share

Get news by email