TW taps Double Click for programmatic opportunities | Ad Tech | News | Rapid TV News
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Focusing its activities into the hot arena of programmatic, Time Warner has inked an advertising alliance with Google's DoubleClick for its HBO, Turner and Warner Bros. divisions.

HBO GO2Under the partnership, DoubleClick will work with Time Warner’s businesses, networks and brands for programmatic buying, ad serving and measurement globally. Commenting on the deal, TW chief marketing officer Kristen O'Hara said: “DoubleClick has the most sophisticated and complete marketing-technology platform for our business needs today. We're in the creative business; it's the lifeblood of what we do at Time Warner… Our best partners are the ones who challenge us and push us forward. In Google and DoubleClick we have found a partner that is doing just that.”

Google added that it was committed to making ads on the mobile web faster. It quoted research showing that the average mobile site takes 19 seconds to load, a time that was not only frustrating for users but also a potential huge missed opportunity for publishers. The IT giant estimated that mobile sites that load within 5 seconds can earn up to twice as much revenue than those at the 19-second average.

“Delivering a better experience for users has been our top priority since Google was founded, from the products we develop and the ads that we show to how we do business with our partners and clients,” explained Paul Muret, vice president of display, video and analytics, Google. “Our focus is on how we can work together to create better, faster ad experiences across every screen, starting with mobile.

As part of this Google announced ahead of the Time Warner deal new features designed to make ad experiences better on the mobile web. These included AMP for Ads, allowing advertisers for fast load and elegant design.