Some 15 months after Google combined AdWords and DoubleClick to form its display Ad Exchange, the so-called AdEx is showing what
paidContent calls "surprising growth." Since last year, the AdEx tripled its
number of transactions, Neal Mohan, Google's VP of product management, tells paidContent.
As a result, in Mohan's estimation, AdEx publishers can expect to generate, on average, 188% more
revenue compared to other bidding systems. "We didn't use a sample, we used all our publishers and real numbers," Mohan says of the lift. "We would find the price that was won at auction and compared
it to the next price for the same ad slot." The positive performance is at least partly attributable to DoubleClick's established market position, along with a recent ad recovery. According to
paidContent, strong demand from advertisers to use ad exchanges has also helped Google's service gain traction. Presently, 56% of media buyers online ad spend is devoted to real-time bidding. The
DoubleClick Ad Exchange also continues to add additional features and services, the most recent of which were customizable, invitation-only auctions dubbed Private Ad Slots.
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