Overview | DoubleClick Ad Exchange for Publishers

Yield Management Simplified

DoubleClick Ad Exchange is a yield management and optimization platform that connects publishers with top-tier agency trading desks, ad networks and third-party technology providers to profit from unsold and undervalued online display advertising.

Many publishers like you believe there’s a choice between maximizing revenue for your unsold inventory and minimizing both the risk and operational costs associated with channel management and reaching a large global pool of advertisers. DoubleClick Ad Exchange was designed specifically to break this compromise by coupling the power of a real-time auction with the operational simplicity and controls needed to save time and protect your brand and relationships. DoubleClick Ad Exchange is the only system offering you a true end-to-end, real-time connection across the value chain – from real-time bidding and other advertiser targeting mechanisms to an open auction and dynamic ad sever integration – achieving maximum value for each and every impression. With DoubleClick Ad Exchange, you: •

Maximize and optimize overall revenue



Maintain and strengthen control



Streamline and scale ad operations

Maximize and Optimize Overall Revenue In an increasingly data-driven environment, a significant challenge that you face is having to determine in advance how and where to sell inventory, allocating a certain amount to direct sales channels and networks. A better approach – the DoubleClick Ad Exchange approach – is to automatically and dynamically sell through the channel that generates the highest yield. Full ad server integration makes inventory available to both direct sales and DoubleClick Ad Exchange simultaneously: With our proprietary dynamic allocation system, inventory is automatically sold where it generates the highest price. It’s a no-lose proposition – the Ad Exchange offers maximum yield on every ad call, including the 20-25% of inventory that goes unsold with conventional sales approaches. With the Ad Exchange, you: •

Generate more revenue by creating competition for your unsold ad space, with full control over who has access to your site inventory and what ads may be displayed.



Have access to the largest global pool of buyers, including Google AdWords advertisers, 100s of quality ad networks, and the largest agency holding companies and trading desks.



Benefit from advanced targeting options, including a real-time bidding API, making it possible for buyers to bid more for each impression while achineving ROI goals.

Maintain and Strengthen Control DoubleClick Ad Exchange gives you complete control over buyer access to inventory, so you can assure the appropriateness of advertisements and protect your premium brand. Publishers may participate on a branded or anonymous basis. As data-driven and audience-based buying continue to evolve and grow, you can choose to allow or block the use of behavioral and re-targeting data and determine what type of data usage to permit. The Ad Exchange even scans creative for malware, spyware and other malicious code that can tarnish your reputation and we validate every ad call coming from the Exchange for compliance. With the Ad Exchange, you may: •

Specify acceptable ad formats for each slot, and set limits on the ads you accept.



Exclude certain product categories or ads with suggestive content, and rule out a multitude of other categories – or even specific advertisers. If direct sales has sold an exclusive for a particular product, the Ad Exchange offers the flexibility to exclude it.



Sell in an invitation-only private market to leverage your direct relationships and maximize earnings potential. You can also limit sales to companies for which creatives have been pre-screened.

Streamline and Scale Operations DoubleClick Ad Exchange offers full workflow integration with DoubleClick ad serving systems, increasing your productivity and lowering your costs. Consolidated reporting lets you see the results of all sales – both those made directly and those executed through the Ad Exchange. Spotlight and other tags only need to be entered once. You get the tools you need to evaluate the “to whom, how much and for what price?” of sales, including a dashboard and query tool for quick decision support. Additionally, Google handles all billing and invoicing – and guarantees full payment. We pay out on a CPM basis with full transparency, assuming all collections risk ourselves. With the Ad Exchange, you: •

Save hours of staff time now spent on billing reconciliation, manual optimization of different ad networks, and managing relationships across indirect sales channels.



Eliminate booking inefficiencies caused by different technologies used by different ad networks and agencies.



Benefit from full transparency into all inventory, and analyze buying and selling patterns and trends to adjust to inventory demand in real time

Finally, all Ad Exchange clients benefit from our years of experience in optimizing inventory setup to maximize yield and drive optimal efficiencies. Our world-class team of experts will help you reach your goals, however you define them. About DoubleClick Google’s DoubleClick Products provide ad management and ad serving solutions to companies that buy, create or sell online advertising. The world’s top marketers, publishers, ad networks and agencies use DoubleClick products as the foundation for their online advertising businesses. With deep expertise in ad serving, media planning, search management, rich media, video and mobile, DoubleClick helps customers execute their digital media strategy more effectively. www.google.com/doubleclick

Google and DoubleClick are trademarks of Google Inc. ©2010 Google Inc. All rights reserved.

Yield Management Simplified

third-party technology providers to profit from unsold and ... In an increasingly data-driven environment, a significant challenge that you face is having to ...

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