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BizReport : Advertising archives : February 02, 2012

European ad revenues boosted by DoubleClick Ad Exchange, says Google

A new study into the impact of Google's DoubleClick Ad Exchange on European publishers' revenue reveals a significant uplift and greater fill rates.

by Helen Leggatt

doubleclick_logo.pngAccording to the whitepaper published today by Google, when publishers make ad space available in the Ad Exchange, and the Ad Exchange wins the auction, revenue is a whopping 73% higher than if the Ad Exchange had not been used.

"The DoubleClick Ad Exchange has delivered a significant increase in revenue for our unsold inventory," said Rob Brett, Head of Data Trading, Future Publishing. "Coupled with the time saved managing networks, and the controls and insight we now get on buyers and prices, it's proving to be a very valuable product."

Ad Exchange beat competing European sales channels such as direct sales teams, other networks and backfills 25% of the time, claims Google. Furthermore, for inventory for which there was no demand it delivered fill rates greater than 90%.

"Many of the tools we roll out are designed to help publishers maximize revenue across their multiple channels. Most recently we introduced minimum CPMs and pricing recommendations," writes Scott Spencer, DoubleClick's Product Management Director, on the company blog. "These followed the introduction of private ad-slots and direct deals. We believe that these new tools will continue to help our Ad Exchange publishers make the most out of their inventory."

Tags: ad buying, ad exchange, DoubleClick, Europe, fill rates, Google, online advertising, research

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