Dive Brief:
- Google’s DoubleClick for Publishers First Look is in beta as a response to header bidding where publishers can get programmatic bids before the platform pings the ad server.
- According to Google First Look is providing publishers a 10% increase in revenue.
- First Look allows publishers to offer 100% of their inventory up for bidding to trusted programmatic buyers.
Dive Insight:
Jonathan Bellack, director of product management at DoubleClick, wrote about First Look in a blog post, saying, “It allows publishers to give trusted programmatic buyers the opportunity to bid on 100% of their inventory – even ahead of sponsorships and reservations.”
The new option is seen as a response to AppNexus’ header bidding model while Google had been anti-header bidding.
Google believes its First Look solution is an improvement over header bidding’s drawbacks of adding latency to page views and giving one buyer preferential access because it enables any selected buyer to compete for inventory and allows publishers to manage that demand as though it was part of other private or open marketplaces.
"By allowing these buyers to see more inventory, and by putting them in real-time competition with each other, publishers in our Beta test have seen an average 10% lift in revenue. First Look is simple to set up (no added line items), creates zero added latency (no additional ad requests), and works across all channels and formats," Bellack added.