Pro­gram­mat­ic ad buy­ing is cap­tur­ing more atten­tion and a big­ger por­tion of the dig­i­tal mar­ket­ing bud­get. Indus­try experts note that the pro­gram­mat­ic mar­ket has been doing par­tic­u­lar­ly well in terms of direct response mon­ey. At the same time, there’s been growth in pri­vate exchanges. Now, Google wants to change every­thing and cre­ate a ‘cus­tom brand exchange’ that will allow it to serve “as an inter­me­di­ary between high qual­i­ty pub­lish­ers and the upper ech­e­lon of adver­tis­ing options in a demand-driven mar­ket," accord­ing to a post by Corey Pol­lack on Wave Dig­i­tal Media.