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DoubleClick Ad Exchange Rolling Out ‘Site Packs, Data Transfer, Improved Real-time Bidder’ and More

DoubleClick Ad Exchange’s Scott Spencer, at AdExchanger.com talk about some product enhancements and Google’s ongoing efforts around inventory quality and safety. Here’s an excerpt:

What is Google announcing today?
Basically, we’re rolling out new tools to help DoubleClick Ad Exchange buyers buy quality inventory, and to check their campaigns.

“Site Packs,” allow buyers to get a set of high quality sites for their particular campaigns, covering anonymous and branded inventory.

Upcoming changes to Real-time Bidder (in beta). The biggest change is for Ad Exchange clients who work with DSPs. Historically, Ad Exchange buyers were hidden from publishers behind their DSP. By introducing a way to segment out each individual client’s ad calls, inventory can be sent exclusively to an Ad Exchange buyer even when that buyer uses a DSP. It increases transparency for publishers and potentially give buyers more access to the highest quality inventory, like “exclusive ad slots” – high quality inventory offered to only a few, select buyers as determined by the publisher.

Finally, a beta “Data Transfer” – this’s a report of every transaction bought or sold by a client on Ad Exchange.

More Info: Full Interview


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