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Programmatic in the Future: Collaborating for Growth

On April 8th, DoubleClick sponsored the AdExchanger Programmatic I/O conference. In front of 300+ agencies, marketers, and publishers Sean Downey, Managing Director of Media & Platform Sales interviewed David Chiang, VP of Monetization at CBSi and Mike Wann, EVP of Business Development at Demand Media about how buyers and sellers can work together to succeed in programmatic.

What’s the moonshot idea that we think can help grow buyer and seller relationships and revenue by 10X? Check out the highlights from the discussion below:

Or watch the entire interview:

See the entire Programmatic in the Future series on the DoubleClick YouTube channel and look out for our next series of hangouts, Video in the Future.

Posted by Alex Shellhammer, Product Marketing Team

Video in the Future: Is there any value in programmatic video?

Driving Higher Yield for Publishers in AdX

DoubleClick Ad Exchange connects publishers with every major programmatic buyer and millions of AdWords advertisers. This massive pool of demand is one of the world’s largest, and it’s the foundation of our platform’s ability to help you make the most of every impression. In this post and tomorrow’s webinar (which you can still register for here), we’re going to focus on how it all works and some of the new features we’re launching to improve it.

When the programmatic channel emerged about four years ago, not only was the demand pool much smaller, but publishers didn’t have the technology to safely harness it. It was difficult to block advertisers and set price floors, and there was nothing like the granular controls and reports we now offer in AdX.

In addition, there was no mechanism to create higher-CPM programmatic opportunities. Last year we launched Preferred Deals so you can negotiate fixed-price, first-look deals with individual buyers. Since then, buyers have cut hundreds of Preferred Deals with premium publishers including Forbes, Time Inc., and others.

In the coming weeks, we’re expanding this functionality further with Private Auctions, a new deal type in which multiple buyers compete against each other for the right to access your inventory before the open auction. And if you use DFP, we’re also launching a feature that enables you to import your first party data directly from DFP to AdX to enrich the inventory you sell in Preferred Deals and Private Auctions.

Other platforms support similar kinds of deals. But only DoubleClick Ad Exchange can optimize your revenue across all these inventory and transaction types: from direct sales in your primary ad server, to Preferred Deals and Private Auctions, to an open auction powered by one of the world's largest pools of demand. In short, however you want to sell, AdX (and DFP) help you maximize your yield doing it.

Lastly, we want you to know that we’re working to increase demand in AdX even further by integrating the best of Admeld into it. We’re in the process of rolling out ad network optimization: a technology that enables tag-based networks to compete dynamically in the exchange. If you’re interested in learning more about this or anything in this post, sign up for tomorrow's webinar or reach out to our sales team.

Posted by Drew Bradstock, Senior Product Manager, DoubleClick Ad Exchange

Deeper Transparency & Control for Publishers in AdX

Two weeks ago we announced our plans to evolve DoubleClick Ad Exchange with a series of robust, publisher-centric features derived from our acquisition of Admeld. Today we’re pleased to go in-depth on the first group of these enhancements: those that give you deeper insights into how buyers are buying and more control over how you sell. For a guided tour of everything in this post, register for our live webinar this Thursday, April 4.

Greater Transparency
Maximizing your revenue starts with a deep understanding of how advertisers, DSPs, and trading desks are bidding on and buying your inventory. To give you quick access to these insights, we’re adding a handful of new reports to AdX including Bid Landscapes which helps you track the activity of specific buyers over time.

The Bid Landscapes Interface

In Thursday’s webinar, we’ll talk about Bid Landcapes and and other new reports such as Pixel Analysis--a feature that enables you to monitor the pixels firing on your site (and see who’s firing them).

Increased Control
A great ad operations team can protect your users and your brand by ensuring the right ads are running and the unwanted ones aren’t. To make this as easy as possible, we overhauled the Google Publisher Toolbar and integrated Google Image Search technology into AdX’s Ad Review Center (ARC). Now you and your ops team can find visually similar ads in ARC by uploading a screenshot or logo, searching for text in images, and more. You'll get the full demo on Thursday, but here's a sneak preview:

Two weeks after Thursday’s webinar, we'll cover the next group of features (about higher yield) in another webinar on April 18 (register here). In the meantime, if you have questions or you want to learn more about these features, contact your DoubleClick account representative or our sales team.

Posted by Jarid Maged & Ari Feldman, Ad Exchange Product Management

Programmatic in the Future: Will it be safe for brands? MAP’s Michael Brunick, Media6Degrees’ Andrew Pancer and Digiday’s Brian Morrissey weigh in

In the last hangout in our series "Programmatic in the Future," Mediabrands Audience Platform's VP of Strategic Solutions, Michael Brunick, Media6Degrees' Chief Operating Officer, Andrew Pancer and Digiday's Editor-in-Chief Brian Morrissey debated whether programmatic can be safe for brands.

Here's a snapshot of the conversation:

Or you could watch the hangout:

For those of you joining us at the AdExchanger Programmatic IO conference in San Francisco on April 8th, we'll be continuing the discussion on stage with Sean Downey, Google's Managing Director of Media & Platforms. See you there!

Posted by Yamini Gupta, Product Marketing Team

Programmatic in the Future: Digiday’s Brian Morrissey interviews Media6Degrees’ Andrew Pancer & Mediabrands Audience Platform’s Michael Brunick

Programmatic in the Future: Digiday’s Brian Morrissey interviews Media6Degrees’ Andrew Pancer & Mediabrands Audience Platform’s Michael Brunick

Programmatic in the Future: Digiday’s Brian Morrissey interviews Media6Degrees’ Andrew Pancer & Mediabrands Audience Platform’s Michael Brunick