Exchange Bidding, which was in pilot testing since last year, is rolled out across the globe to publishers using DoubleClick for Publishers' program Thursday in an open beta, helping them to earn the most money possible, with least complexity, while also maintaining best user experience.
The open beta is not currently available to publishers using DoubleClick for Publishers Small Business. The team reports, a double-digit programmatic revenue lift on average, with some publishers seeing as high as 40% lift during the closed beta.
The results speak for themselves. Publishers in our closed beta have seen double-digit programmatic revenue lift on average, with some seeing programmatic lift as high as 40%. Plus, it's up to 15x faster than client side or server side solutions, says the team. "While header bidding solutions add on average 500ms to 1,000ms of delay to ad delivery speed, Exchange Bidding adds only 60ms seconds of delay," wrties DoubleClick team.
In addition, becuase Exchange Bidding is built into DFP, it works well with existing ad tags, and thus requires no additional yield management setups to a publisher's site or app or additional line items cluttering up a publisher's ad server — even no additional burden on users.
Instead of constantly updating price and line items, publishers simply create a handful of yield groups for third party to exchange bid on specific inventory, and a unified reporting and consolidated billing on standard terms are provided as well.
Lastly, publishers can now choose to compete equally in a unified auction against a publisher's direct sold campaigns in DoubleClick for Publishers and bids from DoubleClick Ad Exchange — from seven existing trusted third party exchanges including new partners, COMET, OpenX and Sovrn.
Over the last year, DoubleClick had launched products like Optimized Private Auctions, optimized pricing in Open Auction and DoubleClick for Publishers First Look —today, shared some updates on using automation and machine learning for creating sustainable solutions that drive greater advertising performance and revenue for partners — in fact, "these optimizations have generated 15% more revenue for publishers using DoubleClick Ad Exchange," wrties the team.
New Opportunities & Experiments tool in DoubleClick for Publishers and DoubleClick Ad Exchange let publishers with a few clicks run an experiment that provide customized, actionable and quantifiable suggestions to increase yield, which if they like can apply across their account.
Finally, the team notes to expect more sustainability in the future as they are continously investing in to deliver even more innovations.