DoubleClick

Google’s response to header bidding is now available to all DFP publishers

Last week, Google announced that Exchange Bidding, a real-time bidding solution that allows third-party exchanges to compete with DoubleClick Ad Exchange, is now available to all DoubleClick for Publishers (DFP) customers. 

Exchange Bidding is Google’s response to header bidding, which some have suggested poses one of the greatest threats to the world’s most powerful digital advertising business.

Google launches display ad business trends report

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.

Google: Doubleclick Ad Exchange growing, boosting CPMs

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.