DoubleClick Ad Exchange: end of ‘loathsome ad network arbitrage junkies’
ADOTAS — Google has now officially launched its upgraded Yahoo-killing (probably not) Ad Exchange, a system for buying and selling display ads.
According to Google, it wants to help advertisers and publishers manage campaigns and ad formats across thousands of websites and from thousands of advertisers. The company also said it is developing measurement and reporting technology so advertisers can figure out what’s working and what’s not.
According to Neal Mohan, Vice President, Product Management, “The Ad Exchange is a real-time marketplace that helps large online publishers on one side; and ad networks and agency networks on the other, buy and sell display advertising space.
These publishers and ad networks manage and represent large volumes of ads and ad space from lots of advertisers and websites. By bringing them together in an open marketplace in which prices are set in a real-time auction, the Ad Exchange enables display ads and ad space to be allocated much more efficiently.”
Google says it wants to democratize access to display advertising and make it accessible and open, like search advertising. It recently launched the Display Ad Builder to help businesses easily set up and run display ad campaigns. According to the company, 80% of advertisers who use that product have never run a display ad campaign before.
Of course, Yahoo has been king in this space, but observers say its unlikely that the new offering will crush Yahoo or other smaller players. One agency executive told Paid Content that, “…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.”
Reader Comments.
Will someone please tell me what long tail publisher means?
Long tail publishers are smaller content sites that have a small but very loyal audience that advertisers crave. (they are impossible for advertisers to buy without ad exchanges (like ADSDAQ, by ContextWeb, or this new one from Google).
Leave a Comment
Article Sponsor
More News
-
Loading ...
Latest News
- Covario Issues Annual Client Awards for SEO/SEM Success February 10th 2012 ADOTAS - Search engine marketing/SEO services provider Covario issued the [...] more »
- BlueKai Report Explains DMPs to Publishers February 10th 2012 ADOTAS - BlueKai released a report this week on the [...] more »
- Funding in Brief: $10M for Spongecell, $8M for Prolexic February 9th 2012 ADOTAS – Rich media ad company Spongecell has raised $10 million [...] more »
- Google AdMob Axes Minimum Bids, Targeting Fees February 9th 2012 ADOTAS - As of Feb. 15, Google will change its [...] more »
- Infographic: HootSuite Analyses Social Media Impact of Super Bowl Ads February 7th 2012 ADOTAS - So, it’s the Tuesday after the Super Bowl, [...] more »
- Facebook to Serve Mobile Ads in Coming Weeks February 6th 2012 ADOTAS – According to a Financial Times report, Facebook will [...] more »
- Survey: 39 Percent of Mobile Users Responded to Super Bowl Ads Via Mobile February 6th 2012 ADOTAS - During the Super Bowl yesterday, mobile ad network [...] more »
Features
- Infographic: The Online Ad Industry Is Like the Stock Market February 10th 2012
- Mobile Search: More Intent, More SMB Opportunity February 10th 2012
- BlueKai Report Explains DMPs to Publishers February 10th 2012
- Attribution Online: Introducers and Influencers and Closers… Oh My! February 9th 2012
- With gTLDs, Global Branding Starts with a Name February 9th 2012
Spotlight
Sponsormob Leads the Way Into RTB for MobileADOTAS – For more than half a decade, Berlin-based tech firm Sponsormob has remained relevant in an industry characterized by [...] more...
Reader Favorites
Classifieds
- PS Technical Writer - SEO Data Analyst
- Interactive Project Manager
- Media Buyer
- PHP Software Engineer (Facebook Platform/Social AP
- SEO/Marketing Internship at Green Education Startu
Recent Comments
- HootSuite Social Media Management » More Apps, Open API, and the Solution Partner Program ~ News Roundup: [...] mentioned in our HootSuite’s Super Bowl XLVI Social Media Recap, adotas and MediaPost analyzed our
- News about Google Adwords issue #412: [...] ads for AdWords to adCenter and align with industry standards, adCenter has chang
- VB: What exactly makes an ad "high quality"?
- Survey: 39 Percent of Mobile Users Responded to Super Bowl Ads Via Mobile - ADOTAS | Mobile2 | Scoop.it: [...] background-position: 50% 0px; background-color:#222222; background-repeat : no-repeat; }
