DoubleClick Ad Exchange
Google annouced the new DoubleClick Ad Exchange, a real-time marketplace for display advertising; http://j.mp/zXe2d
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Gerrit Eicker
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Gerrit Eicker 08:50 on 18. September 2009 Permalink |
NYT: “Google’s chief executive, Eric E. Schmidt, has said repeatedly that display advertising offers one of the company’s best prospects for expansion, now that growth in its text ad business has slowed significantly. The new advertising exchange is a cornerstone of Google’s display strategy, and one of the main reasons Google bought the ad company DoubleClick last year for $3.1 billion.”
SEL: “In terms of Google’s display ad strategy – an arena where it has the potential to realize the most growth and new revenues – there are really three (or four) components: new and improved display ad formats for the content network (and integrated into search in some cases), video on YouTube and via Google TV Ads and this new ad exchange. Given Google’s reach, influence and footprint, this could turn out to be a huge new arena for the company.”
Mashable: “Essentially, the small-time advertiser or business can now buy targeted display ads on thousands of DoubleClick ad-serving websites. This could have some major repercussions on the entire web. Some possibilities: It could significantly increase revenue for Google, as a highly targeted ad marketplace means people are paying more for the ads they want to serve. It increases Google’s competition with Yahoo, the current leader in display advertising. Highly targeted ad campaigns could effectively reach everywhere. This could be a major boon to marketers.”
pC: “Many feel that Google will not be able to rule display the way it has search. One agency exec I spoke with said, ‘It’s better late than never, but multiple players in the display exchange give Google a significant head start over everyone else. But it’s not a zero-sum game, so I believe multiple exchanges will survive and some will still be able to thrive. The only distinct advantage for Google I see in the immediate-term is in the long-tail publisher space – they’ll be squeezing out some of the loathsome ad network arbitrage junkies.’”
ClickZ: “For ad buyers and sellers, the launch creates a trading pool for display ad inventory that seems destined to rival Yahoo-owned Right Media – currently the dominant player among exchanges. Hundreds of thousands of AdSense publishers and AdWords advertisers are automatically included in the Google exchange at launch, creating vast demand on both the buy and the sell side. Those large and small AdSense publishers are joined by major publishers who use DoubleClick’s Dart for Publishers platform for ad serving and yield optimization, and others Google has struck individual relationships with.”