Dive Brief:
- Publishers serving mobile ads through Google’s DoubleClick ad exchange are about see as much as a 30% lift in revenue for mobile video ads.
- DoubleClick is also launching a “native mobile programmatic” to automate sales of that ad format.
- It’s also offering advertisers optimized bidding based on predicted ad viewability.
Dive Insight:
Google has expanded its DoubleClick ad exchange with new mobile and native ad formats, a rate increase for publishers serving mobile video ads, and a “native mobile programmatic” that automates ad sales for that marketplace. Another change is in bidding and reporting on predicted viewablility of ads to optimize bids based on the probability the ad will meet the advertisers’ CPM target.
Google is also allowing publishers to sell ads through a private marketplace, as well as an open exchange. The benefit in private markets is they usually get higher prices for ads. In a statement to Digiday, Google said, “[Publishers] can choose to make it available in an open auction, where any buyer has a chance to bid on it, or they can sell it in private auctions, where only a few hand-selected advertisers are invited to bid. These new formats work in any of these scenarios.”
According to Jennifer Lum, co-founder of mobile ad tech buying platform Adelphic, mobile display ads run $1 to $2 per thousand impressions as compared to video ads at $5 to $8 per thousand impressions.
Earlier this month, Google said it said it would begin testing programmatic billboard ad sales via DoubleClick, shaking up outdoor advertising.