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Tag: doubleclick ad exchange

  • DoubleClick Ad Exchange Gets Native Ads, Mobile Video Interstitials

    Google announced that it is bringing programmatic support native ads and mobile video interstitials to the DoubleClick Ad Exchange.

    The company announced native formats in DoubleClick for Publishers earlier this year, but now publishers can sell native ads programatically in the open auction and in private marketplaces on the exchange.

    It’s available immediately in apps and will roll out for cross-screen native ads over the coming months.

    “Along with native ads, we’re also introducing programmatic support for mobile video interstitials in apps on DoubleClick Ad Exchange,” says Jonathan Bellack, director of product management. “Video is key to driving brand impact in the moments that matter, no matter where they occur. With these new immersive, full-screen video ads available programmatically, again in both the open auction and in private marketplaces, publishers can offer their advertising partners a new way to bring engaging brand experiences to users seamlessly, driving advertiser performance and growing publisher revenue. During beta tests, publishers realized gains as high as 30% CPM in interstitial video compared to regular interstitial performance.”

    “Together, these innovations help address a strong demand from ad buyers for native and mobile video formats that can be bought programmatically,” he adds.

    Earlier this week, the company announced support for Payment IDs on the Ad Exchange as well as some new DoubleClick active view updates.

    Images via Google

  • Google Adds DoubleClick Ad Exchange Real-Time Bidding From Cloud Platform

    Google Adds DoubleClick Ad Exchange Real-Time Bidding From Cloud Platform

    Google announced that it is now letting marketers conduct real-time bidding on the DoubleClick Ad Exchange right from Google Cloud Platform.

    Ad Exchange users hosted on Google Compute Engine will always get 100 milliseconds for bid request processing and free network transit from Google Cloud Platform to all Ad Exchange trading locations (North America – east coast and west coast – Europe and Asia Pacific).

    “Real time bidding (or programmatic buying), is one of the fastest growing methods of buying and selling ads online, and is predicted to account for 25% of all display spending by next year,” says DoubleClick Ad Exchange Director of Product Management Scott Spencer. “Marketers are embracing this model as it allows them to connect to audiences at scale quickly and we’ve been making ongoing investments to help them grow their programmatic businesses.”

    “Speed is critical to success in programmatic buying and many exchanges, including the DoubleClick exchange, require that bidders respond to an ad request within a certain time limit in order to preserve the real-time nature of the marketplace,” he says. “Real time bidding transactions typically happen within 100 milliseconds from a user visiting a website.”

    Google is offering Gold support for Cloud Platform to customers hosting their bidding infrastructure on the DoubleClick Ad Exchange.

    Image via DoubleClick

  • Google’s DoubleClick Digital Marketing Insights Conference Start a Revolution in Online Advertising

    Google wants users to know that they are doing everything that can to facilitate a revolution in online advertising that puts control in the viewers hands. This means they have to reengineer the whole system of buying and selling ads along with the way they are created.

    As you know, Google has already made great strides with creating tools and services that make ad creation and refinement a lot more accessible, but more recently, today in fact, they’re meeting with some of their closest customers to discuss how an advertising revolution should proceed. They’re calling it the DoubleClick Insights Conference.

    Google’s Vice President of Display Advertising, Neal Mohan will be meeting with industry leaders to discuss how technology is reshaping the environment and how consumer’s relationship with advertising has changed. They will also discuss how advertisers and publishers can work together to create a richer and more engaging marketing experience. The bad news is, the conference is already underway and kicked-off at 9am PST. You can probably still catch some of the conference if you register now.

    Today’s Insights Conference Speaker Line-up

    Neal Mohan – Vice President, Display Advertising, Google
    Terry Kawaja – Founder and CEO, LUMA Partners
    David Kenny – Chairman & CEO, The Weather Channel
    James Pitaro – Co-President, Disney Interactive Media Group
    Omar Tawokol – Chief Executive Officer, BlueKai
    Greg Stuart – Global CEO of Mobile Marketing Association
    Kurt Unkel – President, VivaKi
    Shishir Mehrota – Vice President of Product Management, YouTube
    Brad Ruffkess – Social Marketing and Connection Strategy, Coca-Cola
    Mike Lowenstern – Managing Director of Digital Advertising, R/GA
    Peter Minnium – Head of Digital Brand Initiatives, IAB
    John Caldwell – Chief Digital Officer, National Geographic Society

    If you’ve completely missed the events, that’s okay because all the details are available on the DoubleClick Advertising Blog. Obviously reinventing the way the advertising business functions is going to take an awful lot of conscious effort from a lot of different groups. Framing the challenge is only the first step and I think Google had done a good job.

    Here’s how Neal Mohan, VP of Display Ads, explained the rather complex nature that plagues digital advertising initiatives today:

    “One of the central challenges we’re looking to solve with this effort is that digital marketing is still incredibly complex—with marketers juggling multiple systems to manage their different digital efforts across banner ads, paid search campaigns, mobile ads, online video and measurement using systems that don’t talk to one another. We think of this a bit like an old school ‘90’s stereo system, with separate CD, cassette and radio players and a mess of wires in the back.”

    “What we want to provide to our partners should be more like the intuitive, powerful smartphones we carry in our pockets today—which not only play all our favorite music, but take pictures, keep our schedules and more.”

    “Towards this end, DoubleClick Digital Marketing will weave together the technologies that buyers currently use to plan, manage, schedule, deliver and measure their online buys in a way we think will not only help them work smarter and faster, but ultimately be more responsive to their customers and deliver better ads.”

    So if you’re interested in the online advertising revolution, you can read more by following this link to Google’s official blog. If you’re interested in starting your own ad campaigns, Google is also a great resource for creation tools and analytics. The DoubleClick Insights Conference runs until 1PM PST today, but updates about the events and speakers will be posted throughout the week.

  • Google Brings AdMob and DoubleClick Ad Exchange Together

    Google Brings AdMob and DoubleClick Ad Exchange Together

    Google announced that in the coming weeks, AdMob developers will be able to make their in-app inventory available on Google’s DoubleClick Ad Exchange.

    Google is only letting a small number of pre-qualified buyers compete for the inventory at first, but it would be rolled out more broadly over time.

    “Ultimately, this will give app developers and publishers access to a wider pool of buyers like demand-side platforms and agency trading desks, improving their potential returns, and helping grow the overall mobile web economy,” says DoubleClick Ad Exchange Director Chip Hall. “And marketers on our Exchange will be able to buy, in real time, ads that run inside people’s favorite mobile games, news apps and more. With this important addition, the DoubleClick Ad Exchange will be truly cross-format…and will become the first exchange to support this full range of ad formats.”

    “A cross-format exchange is just one of the ways we’re looking to simplify the process of buying and selling display advertising, but one we think will create tremendous value for advertisers and publishers,” says Hall. “We will continue to work with our partners to help them get the most out of what the evolving display market has to offer — today, tomorrow, and in the years ahead.”

    Clearly developing for mobile is becoming increasingly important between smartphone usage growth and the flooding of tablets into the market. This should be a good move to help developers better monetize their efforts. Of course, it’s going to still come down to creating quality apps that people want to use.

  • Google Announces New Features for Doublclick Ad Exchange

    Google announced that it will roll out some new tools for DoubleClick Ad Exchange buyers. These features, the company says, will help buyers buy quality inventory and check their campaigns.

    The DoubleClick Ad Exchange was launched in September as a real-time marketplace where online publishers and ad networks/agencies can buy and sell ad space for prices set in a real-time auction.

    One new feature is called "Site Packs" which the company describes as "manually crafted collections of like sites based on DoubleClick Ad Planner and internal classifications, vetted for quality."

    DoubleClick Google is also making changes to its Real-time Bidder. "The biggest change here is for Ad Exchange clients who work with DSPs," says DoubleClick Ad Exchange Product Manager, Scott Spencer in an interview with AdExchanger.com (reposted to Google’s DoubleClick Advertiser Blog). "Historically, Ad Exchange buyers were hidden from publishers behind their DSP. By introducing a way to segment out each individual client’s ad calls, inventory can be sent exclusively to an Ad Exchange buyer even when that buyer uses a DSP. It increases transparency for publishers and potentially give buyers more access to the highest quality inventory, like ‘exclusive ad slots’ – high quality inventory offered to only a few, select buyers as determined by the publisher."

    Google will also roll out a beta of a feature called "Data Transfer", which is a report of all transactions bought/sold by clients on the Ad Exchange.