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).
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