Google Announces New Features for Doublclick Ad Exchange
Google announced that it will roll out some new tools for DoubleClick Ad Exchange buyers. These features, the company says, will help buyers buy quality inventory and check their campaigns.
The DoubleClick Ad Exchange was launched in September as a real-time marketplace where online publishers and ad networks/agencies can buy and sell ad space for prices set in a real-time auction.
One new feature is called "Site Packs" which the company describes as "manually crafted collections of like sites based on DoubleClick Ad Planner and internal classifications, vetted for quality."
Google is also making changes to its Real-time Bidder. "The biggest change here is for Ad Exchange clients who work with DSPs," says DoubleClick Ad Exchange Product Manager, Scott Spencer in an interview with AdExchanger.com (reposted to Google’s DoubleClick Advertiser Blog). "Historically, Ad Exchange buyers were hidden from publishers behind their DSP. By introducing a way to segment out each individual client’s ad calls, inventory can be sent exclusively to an Ad Exchange buyer even when that buyer uses a DSP. It increases transparency for publishers and potentially give buyers more access to the highest quality inventory, like ‘exclusive ad slots’ – high quality inventory offered to only a few, select buyers as determined by the publisher."
Google will also roll out a beta of a feature called "Data Transfer", which is a report of all transactions bought/sold by clients on the Ad Exchange.