Google Readies Ad Web-Data Exchange Program

Google is quietly developing a technology for buying and selling data, the lifeblood of online advertising that would create a market for data designed to help target display ads better.According to Ad Age report who cites "executives familiar with Google's plans", the data exchange is known internally as "DDP," is an attempt to create a […]

Google is quietly developing a technology for buying and selling data, the lifeblood of online advertising that would create a market for data designed to help target display ads better.

According to Ad Age report who cites "executives familiar with Google's plans", the data exchange is known internally as "DDP," is an attempt to create a liquid market for the data used to target display advertising, and it's the latest move in Google's attempt to build out the infrastructure that powers digital ads.

And, according to comments made by Google ad chief Neil Mohan, it sounds like this ability for publishers and advertisers to capitalize on user data will be baked into a variety of products, rather than existing as a standalone offering. Mohan was quoted as saying, "If our vision is a comprehensive one, it needs to contemplate data in addition to ad inventory. We are working on initiatives to help publishers and advertisers do just that," but also said "there is no timetable" for what will be released and when.

Google dominates search advertising, but since it has limited properties on which to sell online display, it has focused on assembling the infrastructure that powers display advertising. Its assets now include DoubleClick, Invite Media, Teracent, Google's ad exchange and the newly acquired AdMeld, pending a review by the Department of Justice.

Mohan cautioned that such a move into data services may not result in one product, but capabilities across Google's online display infrastructure, such as Invite Media, which allows advertisers to bid on audience, or AdMeld, which helps publishers to decide which ad will yield the greatest revenue.

Google declined to comment on the specifics or offer a timetable for a data-exchange product, though executives briefed on their plans believe it is perhaps weeks away from rolling out at least some of its functionality.

[Via: Ad Age]