Google announced that in the coming weeks, AdMob developers will be able to make their in-app inventory available on Google’s DoubleClick Ad Exchange.
Google is only letting a small number of pre-qualified buyers compete for the inventory at first, but it would be rolled out more broadly over time.
“Ultimately, this will give app developers and publishers access to a wider pool of buyers like demand-side platforms and agency trading desks, improving their potential returns, and helping grow the overall mobile web economy,” says DoubleClick Ad Exchange Director Chip Hall. “And marketers on our Exchange will be able to buy, in real time, ads that run inside people’s favorite mobile games, news apps and more. With this important addition, the DoubleClick Ad Exchange will be truly cross-format...and will become the first exchange to support this full range of ad formats.”
“A cross-format exchange is just one of the ways we’re looking to simplify the process of buying and selling display advertising, but one we think will create tremendous value for advertisers and publishers,” says Hall. “We will continue to work with our partners to help them get the most out of what the evolving display market has to offer -- today, tomorrow, and in the years ahead.”
Clearly developing for mobile is becoming increasingly important between smartphone usage growth and the flooding of tablets into the market. This should be a good move to help developers better monetize their efforts. Of course, it’s going to still come down to creating quality apps that people want to use.