DoubleClick today introduced new tools for DoubleClick for Publishers and in ad exchange (DoubleClick Ad Exchange).
Video and mobile in DoubleClick for Publishers
Before now, it's been difficult for publishers to manage all their video and mobile ad space from a single ad server--the platform publishers use to schedule, measure and run the ads they've sold on their sites. To solve this challenge, the new tools launched today, "enable publishers to better manage video and mobile inventory.
Publishers will be able to manage all of the ads they're running--across all of their webpages, videos and mobile devices--from a single dashboard, and see which formats and channels are performing best for them," explains Neal Mohan, Vice President of Display Advertising.
Mohan said that "publishers have already begun using the video feature and it appears to be performing well for them: we've seen 55 percent month-over-month growth in video ad volume in the last quarter." In other words, publishers are now able not only to produce more video content, but to make more money from it as well.
Direct Deals on the DoubleClick Ad Exchange
"Another way publishers make money is to sell their advertising via online exchanges, like the DoubleClick Ad Exchange, where they can offer their ad space to a wide pool of competing ad buyers. This has already proven to generate substantially more revenue for publishers, and as a result we've seen significant growth in the number of trades on our exchange (158 percent year over year)," said Mohan.