DoubleClick Ad Exchange team just announced that over the next several weeks, a small handful of Google certified ad networks will now be able to compete for publishers' unfilled AdMob in-app inventory through the DoubleClick Ad Exchange.
In a blog post Google Mobile Ads exec notes, "Beginning in a few weeks, ad networks will compete in an auction along with AdWords advertisers, and the highest paying ad will show on a publisher's in-app inventory. More buyers like demand-side platforms and agency trading desks will help increase demand for ad inventory and help developers and publishers make more money."
"Initially, a small number of pre-qualified buyers will be able to compete for this inventory. Over time, we'll be rolling it out more broadly. Ultimately, this will give app developers and publishers access to a wider pool of buyers like demand-side platforms and agency trading desks, improving their potential returns, and helping grow the overall mobile web economy," said the Google Mobile Ads exec.
Adding, the exec said, "Marketers on our Exchange will be able to buy, in real time, ads that run inside people's favorite mobile games, news apps and more. With this important addition, the DoubleClick Ad Exchange will be truly cross-format...and will become the first exchange to support this full range of ad formats."
The exec notes, "Publishers currently using AdSense to improve fill rate, the Google certified ad networks will begin competing along with AdWords advertisers in the coming weeks. Publishers must take action by selecting "Do not use Google AdSense" in their account settings if they want to disable ads from AdWords and Google certified ad networks. "
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