DoubleClick Ad Exchange announcing two new features to give buyers and sellers even more flexibility when transacting via programmatic channels.
"We designed these tools to give buyers and sellers additional flexibility in how they structure deals. And the good news is that they don't require any incremental development resources. To make implementation as easy as possible, we built these features leveraging AdX's existing deal settings," the DFA team stated.
The first feature dubbed, "Private Auctions," a new direct programmatic deal type available in the deals interface "allows publishers to create a higher-priority auction with multiple buyers directly above the open auction."
""Private Auctions" follow last year's launch of Preferred Deals. And, is available today to all AdX buyers including our own DoubleClick Bid Manager."
Second feature releasing over the next few weeks gives publishers "the ability to import their first party data directly from DFP to AdX." This enables you to further improve audience-based targeting in Preferred Deals and Private Auctions.
For an in-depth tour of all these features, watch this recorded webinar:
In other advertising news, Google Affiliate Network retires to focus on other products that are driving great results for clients.
"We'll continue to support our customers as we wind down the product over the next few months. And there are other products that can help you achieve your goals. Affiliate publishers can continue to earn AdSense revenue through the AdSense network. And marketers can take advantage of other CPA-oriented Google tools like Product Listing Ads, remarketing and Conversion Optimizer to drive valuable online sales and conversions. These areas are growing rapidly and we're continuing to invest heavily in them," Google wrote.
Below isa playlist of DoubleClick's "Programmatic in the Future" webcasts: