Launch of New Google DoubleClick Ad Exchange
Hundreds of thousands of advertisers use search advertising — short, highly relevant text ads alongside search results on Google and other search engines — to grow their businesses. Thanks to a decade of innovation, search advertising is an open platform that allows businesses to easily connect with customers.
But now Google have made the whole process easier for both advertisers and publishers with the launch of their new Google DoubleClick Ad Exchange programme.
The Google DoubleClick Ad Exchange programme will do three things:
- Simplify the system for buying and selling display ads
- Deliver better performance that advertisers and agencies can measure.
- Open up access to display advertising and make it easier to use, as easy as search advertising.
Key benefits for sellers include:
- Real-time dynamic allocation to maximize yield. Publishers can automatically generate the highest return for every impression, using real-time data and bids to allocate ad space to the sales channel that pays the most at that second. YOU set the price and adjust it.
- Access to many more advertisers. The Ad Exchange offers publishers access to new buyers, including AdWords advertisers, bringing higher quality ads and more competition for ad space on their sites. This makes it easier for you to spend less time thinking about how to bring in income to your website.
- Hassle-free payments managed by Google. We manage the billing and payments from networks so publishers get one monthly payment and minimize having to manage multiple relationships. No more wondering how sound the company is.
- Greater controls. Publishers can decide what advertisers, networks, ad formats, and bid types to allow.
- New easy to use interface with enhanced reporting. We use the simplicity of Google’s user design principles to help publishers easily find out how their sites are performing, to help them make the right decisions about their ad space.
Now, the only annoying thing I can see is I just spent the last 6 weeks setting up another system … so now I will have to check out Google’s DoubleClick Ad Exchange and see how much better it is for me, then spend time porting my ad slots around … oh well. In the long run I know this will be better. I love the fact I can really trust Google, so I am sure this new system will outperform a lot of other companies I am using.
I use about 20 good companies for my ad slots - and this will help me get that down to the 4-5 top performers for my marketplace.
Key benefits for advertisers include:
- Access to more publishers and more ad space. Hundreds of thousands of AdSense publisher sites are now available on the Ad Exchange to Google-certified ad networks. And as more publishers join the Ad Exchange to take advantage of its yield management capabilities, more high quality inventory is being added all the time.
- Real-time bidder. The Ad Exchange has a new real-time bidder feature that allows buyers to use their own data, optimization and ad serving technologies to bid on their desired inventory on an impression-by-impression basis, choosing only the sites, audiences, or particular type of ad space they want to reach.
- New easy to use interface with enhanced buyer reporting capabilities. Redesigned reports are simple to use and understand, so buyers can easily see how their campaigns are performing to help them make the right decisions.
- More control and precision. Buyers control where their ads appear and don’t appear. They can use frequency capping, pacing and other features to precisely control ad delivery.
- Centralized clearing system. Google makes all payments to publishers, reducing complexity with a single billing and payment point. Buyers benefit from managing one business relationship instead of many.
- A new API - Ad networks and agency networks will have access to an API which enables them to integrate their own functionality and systems when working with the Ad Exchange.
It looks like the Google DoubleClick Ad Exchange will make the whole concept of advertising much easier for advertisers and publishers alike.
http://googleblog.blogspot.com/2009/09/doubleclick-ad-exchange-growing-display.html
