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In today's multi-device world, it's all but logical that campaigns delivered to a consumer on one device might influence a purchase made on another device.
The challenge for marketers is in tracking those cross-device conversions.
Thanks to its $3.1bn acquisition of DoubleClick in 2008, Google is one of the biggest players in the display advertising space.
It's a competitive market on the advertiser side, but companies like DoubleClick must also compete to woo and retain publishers. So Google is making a concerted effort to do just that by sharing some of the data it's gleaned from the DoubleClick network.
OpenX became a player in the ad serving market by offering free and open-source versions of its ad serving technology.
But the online ad market is growing in sophistication, and larger advertisers are increasingly buying ads from a wider variety of sources, such as DSPs.
It has been nearly three years since Google acquired Doubleclick for $3.1bn and despite the fact that Google's largest cash cow is still far and away AdWords, the search behemoth has quietly built up a very strong presence in the display advertising market.
If the numbers from Doubleclick's ad exchange are any indication, that presence will only be getting stronger.
Google has been talking a lot about changing the marketplace for display advertising over the past few years, and today it is making good on the promise by announcing a simplified way to sell and manage display advertising campaigns.
Today Google announced that it has finished combining DoubleClick's DART system with its own Ad Manager product into one entity now known as DoubleClick for Publishers. And the move could lead to a shakeup in the display ad serving space.
Google's bread and butter is search advertising but it isn't neglecting display advertising. It made that clear when it purchased DoubleClick for $3.1bn in 2008.
Google's bread and butter is paid search but that doesn't mean that it doesn't have big ambitions for its display advertising business. After all, it spent $3.1bn in 2007 buying display advertising giant DoubleClick.
Google's challenge in taking display to greater heights is simple: show advertisers the money (read: ROI). The ease with which paid search ROI can be tracked is a big part of paid search's success. When it comes to display ads, however, that ROI is hard to pin down, because, well, 'nobody clicks on display ads'.
Yahoo may be getting out of the search business, but now Google is gunning for the company's stronghold: display advertising.
The search giant announced the DoubleClick Ad Exchange Friday, which will function like a stock exchange for display advertising online. Google is hoping that this auction market will help automate the process of buying display ads and break the code for display the way that Google tapped into the search market.
Google may have 70% of the search market, but in display it has a paltry 1.3% of ad views. Will the DoubleClick Ad Exchange change all that?
An incident happened last week — I tweeted a caustic expletive directed at DoubleClick knowing that only my tribe would read the invective. What realization occurred that would have me throw political correctness out the window? It was the moment when I realized DoubleClick behaved as if their advertising was more important, perhaps more desirable, than the actual published content that I had clicked to experience. Or, maybe the ad platform/producer just isn’t aware of how their technology rubs up against other technologies...
Last week DoubleClick launched its 2008 Year in Review Benchmarks, an impressive piece of work looking at the performance of online advertising primarily in the US market.
The data was collected throughout 2008 and covers “hundreds of advertisers, thousands of campaigns, and tens of billions of ad impressions.”
However, it could have been so much more useful to the UK online advertising industry.