Google closed the bidding in an auction for inventory in 26 magazines on Thursday, MediaPost reports (via MediaBuyerPlanner). Ellegirl, Motor Trend and PC World, among others, will learn early next week which marketers won print ads. Jeff Edman, president and CEO of PC World, one of three International Data Group magazines that took part in the pilot, explained how the Google process worked.

PC World contracted with Google to run three pages of advertising, either all in its next issue, or spread out over three. PC World can reject any advertiser, and Google agreed to refrain from soliciting any advertisers that PC World's own sales team was courting. Google-sold ads are appearing on pages of PC World that would otherwise run house ads.