Google has announced the DoubleClick Ad Exchange, which it refers to as a real-time marketplace for helping online publishers and ad networks/agencies buy and sell display ad space. Prices in the marketplace are set in a real-time auction.
Google says it has three principles for its approach to display advertising:
Google's DoubleClick is presenting findings from a new study it commissioned with Dynamic Logic, this afternoon at the ARF Conference. The study, titled, "The Brand Value of Rich Media and Video Ads (pdf)," analyzes image (gif/jpg), simple Flash, and rich media (with and without video) ad formats.
Desperate times apparently call for colorful, interactive measures. Even as we remain stuck in the recession - Chrysler declared bankruptcy today, if you didn't hear - Google unveiled DoubleClick Studio, a tool that promises to help users develop and produce rich media ads.
Google has begun serving AdSense Ads via DoubleClick URLs instead of the pageads.googlesyndication.com URLs that users have grown accustomed to. Arlene Lee of the Inside AdSense Team explains:
A patent application filed by Yahoo is causing a bit of a stir within the SEO community. The patent is for an "Automated System to Improve Search Engine Optimization on Web Pages." The abstract for the patent reads as follows:
If you are not familiar with Google Ad Manager, it is a tool that lets web publishers organize their ad booking. It lets you use data from past campaigns to estimate how many impressions you need to sell to make your goals.
A conversion might, if an advertiser is lucky, take place after a consumer sees a single ad. Several viewings are slightly more likely to result in a positive outcome. But there's little to be gained the 48th time around, and in a nod to this reality, Google's introducing some new features on its content network.
All that rivalry between Google and Microsoft is just business, of course, and so is the arrangement for DoubleClick to provide video ads across Microsoft's Silverlight 2 video player. DoubleClick's partnership with NBC Universal probably made for a nice wedge, though. Ads will be served alongside 2,500 hours of NBC's Olympic coverage played within Silverlight 2, served up by DoubleClick's In-Stream technology. In-Stream adds Silverlight 2 to already-supported formats like Flash, Real Player, and Windows Media
Google and subsidiary DoubleClick believe the ad-buying process is too complicated and slow. As such, DoubleClick announced this morning a new electronic proposal exchange platform for its publisher and agency customers.
The Center for Democracy & Technology's analysis of behavioral ad targeting done at the ISP level, which claims such targeting "may run afoul of federal and state wiretap laws," comes at a pretty convenient moment for Google. Both the search ad company and the CDT are testifying in front of the Senate Commerce Committee this morning for a hearing about behavioral targeting and privacy.
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