Google announced Google Partner Select, a new premium programmatic marketplace to connect publishers “investing in top-quality video” with brands that want to buy against it.

The company says marketers are eager to buy against high quality video experiences, citing the projection from eMarketer that video ad spending will grow from 4 billion last year to nearly $6 billion in 2014.

“Our brands and agencies want to buy this premium content programmatically, but have difficulty finding the high quality inventory they want,” said Neal Mohan, Vice President of Display and Video Advertising Products at Google. “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.”

Mohan shares these quotes from partners:

“As a longtime Google partner, we are excited about what this marketplace has to offer. Video is the fuel for effective brand marketing and having more top quality video content available programmatically is going to open up all sorts of new possibilities for brand clients,” said Josh Jacobs, Global CEO, Accuen & President, Platforms and Partnerships, Omnicom Media Group. “That’s what Google is looking to accomplish with this marketplace and we look forward to working with them as it evolves.”

“Video has become central to our strategy, and being able to sell premium video programmatically to top brand partners is a requirement in this dynamic marketplace,” said J.R. McCabe SVP, Video, Time Inc. “We are looking forward to working with Google to enable this technology and to develop this premium marketplace.”

Google is also letting marketers and publishers execute direct, reservation-based sales through the DoubleClick platform. The company says this will help prevent “days of back-and-forth negotiations”.

Image via Google