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Belo Corp. today launched Belo Private Ad Marketplace, a new digital platform that connects select advertisers with Belo’s digital advertising inventory across its websites.

The TV group owner says Belo Private Ad Marketplace was designed to give advertisers direct access to the company’s more than 17 million online consumers each month. The new program will allow advertisers to execute programmatic media placements through digital technology platforms, while offering more targeted brand display advertising.

“Belo’s Private Ad Marketplace was created to partner with select advertisers to leverage the high demand for its local sites,” said Joe Weir, Belo’s VP-digital.

The new Private Ad Marketplace is powered by technology from PubMatic, one of the leading providers of “Real Time Bidding”.

Kirk McDonald, president of PubMatic, said in a statement that Belo “will be using our Private Marketplace product to engage in direct and open buys of their inventory with specific advertisers as well as layer audience attributes to get the greatest value for each and every impression sold.”

Belo Corp. owns and operates 20 television stations and their associated websites.