DoubleClick Ad Exchange's Impact on Publisher Revenue - White Paper

Google share the success of its DoubleClick Ad Exchange, "DCAE is showing strong momentum -- we've tripled the number of transactions since last year -- which translates into more dollars for publishers. According to a new white paper released today, when publishers make inventory available in the Ad Exchange, and the Exchange wins the auction, […]

Google share the success of its DoubleClick Ad Exchange, "DCAE is showing strong momentum -- we've tripled the number of transactions since last year -- which translates into more dollars for publishers. According to a new white paper released today, when publishers make inventory available in the Ad Exchange, and the Exchange wins the auction, they generate, on average, 188% more revenue compared with upfront sales of non-guaranteed ad space to networks and other third-party buyers," says Google.

The white paper's findings reflect how publishers are materially benefiting from upward pricing pressure, a result of increased demand as more AdWords and Google Display Network buyers come online. Yields are also going up thanks to higher spending through agency trading desks and new third-party technology providers. And real-time bidding continues to be a major draw, now accounting for 56% of buyer spend.

Recent enhancements include:

  • Private Ad Slots: Customizable, invitation-only auctions that allow publishers to make certain ad spaces available only to trusted advertisers and assign variable pricing floors depending on the buyer
  • Category Blocking: Greatly expanded blocking capabilities based on 170 fine-grained vertical categories
  • Troubleshooting Toolbar: A new browser toolbar that allows publishers to quickly identify the source of ads for easy blocking

Here's the full whitepaper:

[Source]