Published June 2015
As Neal Mohan announced last week at the DoubleClick Leadership Summit, Marketplace in DoubleClick Ad Exchange is now available to all customers globally, and we’re working to bring Programmatic Guaranteed to more publishers as soon as possible.
Today, the biggest brands and agencies are increasingly running premium digital campaigns across apps, videos, and native formats using programmatic technology, and we’re seeing this shift reflected across our platforms. Over the last year, the overall volume of programmatic transactions on our systems has grown 59%, while programmatic direct deals have jumped 2X. Today, eight of our top 25 publishers are selling at least 10% of their ad inventory through direct programmatic deals.
The growth of programmatic is just part of the story. Programmatic Direct deals, the channel of choice for many premium publishers, are also driving higher inventory prices. Preferred Deals and Private Auctions are generating CPMs that are double or triple what publishers see in the open auction.
Introducing Marketplace in DoubleClick Ad Exchange
We see tremendous value in Programmatic Direct but, finding and connecting with all potential advertisers looking for premium offers is a challenge. That’s why we developed Marketplace, an easy to use interface for Ad Exchange buyers to discover, negotiate, and manage deals with the world’s best apps, sites, and properties. For publishers, Marketplace is where their brand is showcased through a customizable publisher profile, and where their programmatic direct offers are discoverable by programmatic buyers globally.
Marketplace in DoubleClick Ad Exchange is just the beginning of how we see Programmatic sales evolving in the future. The programmatic buying trend shows no sign of slowing and, we believe even more premium deals will happen through programmatic channels. That’s why, over the rest of this year we’ll be rolling out a brand new way to transact through DoubleClick: Programmatic Guaranteed.
Blending Direct with Programmatic Sales
Programmatic Guaranteed allows publishers to offer their reserved, premium inventory via a new programmatic channel in DoubleClick for Publishers, and provide brands an opportunity to buy reservations in a more efficient way. Publishers can lock in revenue, while giving advertisers guaranteed access to premium inventory with programmatic targeting and frequency management. It simplifies the workflow of a guaranteed deal, cutting down the steps it takes to implement, from 40 steps to 4. And the best part, it does this all through our Real-Time Bidding infrastructure.
In our pilot testing with DoubleClick Bid Manager, Programmatic Guaranteed deals have been creating tremendous value. We’ve seen CPMs at 15-times open auction prices - on par with upfront or reserved campaigns. But in the future, we see incredible new opportunities for Programmatic Guaranteed. Since our solution utilizes Real-Time Bidding, instead of just automating line item booking in the ad server, we can open up innovative new deal types to give publishers enhanced flexibility that truly blends direct and programmatic capabilities.
We’re excited about the future of programmatic buying and selling and the possibilities it will bring for all of our partners. If you’re interested in learning more about Marketplace in DoubleClick Ad Exchange reach out to your account manager today, and stay tuned as we look to expand our pilot of Programmatic Guaranteed to more buyers.
Posted by Scott Spencer, Director of Product Management