Posts Tagged ‘DoubleClick’
Google revamps DoubleClick ad management tech
February 22nd, 2010 | 
Author: This is what Google had in mind when it acquired DoubleClick.
Google unveiled its rebranded display ad serving technology Monday, bringing together the DoubleClick DART for Publishers and Google Ad Manager products under a new name: DoubleClick for Publishers. The new ad-management software has a redesigned user interface, links to the DoubleClick Ad Exchange, and APIs for company developers to build applications on top of the technology.
The idea is to give Web publishers that run “Ads By Google” a better way to control where their clients’ ads appear. Similar work on search ads has made many a millionaire at Google, and the company believes it can give display advertisers the same amount of precision and analytical tools that are available for text advertisers.
Hence the $3.1 billion acquisition of DoubleClick in 2008. Last year Google unveiled the new DoubleClick Ad Exchange, which matches ad buyers looking for a discount with ad sellers hoping to fill excess inventory.
http://news.cnet.com/8301-30684_3-10457609-265.html?part=rss&subj=news&tag=2547-1_3-0-20
Google hoping history repeats itself with display ads
With a new display ad exchange developed by its DoubleClick subsidiary, Google is hoping to give its one-trick pony another act.
Google has turned into one of the Internet’s largest and most influential companies on the popularity of its search engine and the profitable text ads it sells alongside those search results. This business generates the vast majority of its revenue and profits and gives Google the resources to tackle a variety of other projects from Google Apps to Chrome OS to Google Books.
But like just about anything, that business can only grow so fast. Google will need another profitable, growing business to maintain its spot atop the Internet world, hence the motivation for its $3.1 billion purchase of DoubleClick a year ago and the launch of the DoubleClick Ad Exchange Friday.
The DoubleClick Ad Exchange is sort of like a stock exchange, where buyers and sellers meet to haggle over prices for display ads, such as banner ads or video ads. Companies that sign up to participate in the exchange can search for open spaces in which to place their ads and bid on that space just like Google’s text-ad auction system for search keywords. It will also plug into Google’s existing infrastructure for AdWords–ads sold on Google search results pages–as well as AdSense–ads hosted by Google but displayed on third-party Web sites, giving those customers another option for their marketing campaigns.
http://news.cnet.com/8301-30684_3-10356697-265.html?part=rss&subj=news&tag=2547-1_3-0-20
Posted in Communication, Google, Internet | 
Tags: Adsense, Adwords, DoubleClick, Google | 
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Google rolls out revamped DoubleClick Ad Exchange
Having conquered the Web’s text-based ad market, Google is setting its sights on graphical display ads–a market dominated by rival Yahoo.
The search giant on Thursday took the wraps off a revamped DoubleClick Ad Exchange, a public exchange that allows publishers to offer excess ad inventory they can’t sell to advertisers looking for a bargain. Google said the exchange will meld DoubleClick’s ad exchange with Google’s own technology.
“Better technology can help make display advertising work better for all involved,” Neal Mohan, Google’s vice president of product management, said in a statement. “We’re focused on growing the display advertising pie for everyone. The DoubleClick Ad Exchange is a major part of that goal.”
The revamped exchange will incorporate Google’s AdWords and AdSense programs, as well as feature real-time bidding and a new API (application programming interface) designed for ad networks.
Yahoo, which runs the largest online ad exchange through RightMedia, an exchange it purchased in 2007 for $680 million, did not immediately respond to requests for comment.
Google’s dominance of the search engine advertising market has been fueled by text ads. In 2008, it completed its $3.1 billion acquisition of DoubleClick in hopes of expanding its presence in display ads. Display ads–banners or image-based advertisements–haven’t produced the same return that search text ads have to this point but are still an important part of most Web sites.
Internet display advertising accounted for $7.6 billion in 2008, roughly a third of the $23.4 billion in revenue generated by all Internet ads for the year, according to the Interactive Advertising Bureau.
http://news.cnet.com/8301-1023_3-10356263-93.html?part=rss&subj=news&tag=2547-1_3-0-20
