Skip to main content

Disruptive DoubleClick Advertising Exchange

DoubleClick has unveiled a dynamic online marketplace that directly connects buyers and sellers of online display advertising for maximum return and efficiency. Is this another disruptive development intended to remove advertising agencies from yet one more piece of the value chain?

To sustain the growth of their online advertising programs and increase operational efficiencies, buyers and sellers are looking for new methods to generate additional revenue -- specifically one that fixes the known problems inherent within existing methods.

Sellers find that existing channels often do not maximize overall yield, and that they are being left with significant volumes of unsold inventory. A recent study conducted by Forrester Research uncovered the fact that 25 percent of online advertising inventory is never sold.

Another 15 percent is sold off as a remnant, and even more is undersold. In addition, buyers struggle to find the most efficient way to access and selectively target the online inventory they want, at the right price. Clearly, the traditional manual labor-intensive and historically deficient approach -- typically managed by ad agencies -- is ripe for a transformation.

The new "DoubleClick Advertising Exchange" service solves these problems by providing both constituent groups with a dynamic marketplace where they can buy and sell online display advertising -- impression by impression -- with greater efficiency, transparency and control.

The DoubleClick service is currently in limited testing with a select group of buyers and sellers in the United States. The marketplace is expected to go live in the third quarter and will be available globally by the end of 2007.

Using the new platform, publishers and other sellers make specific inventory available for purchase. Sellers define a minimum bid value -- or "reserve price" -- for the inventory and specify rules to restrict certain advertisers, formats and content. In parallel, buyers specify the online inventory they wish to purchase, and the associated bid value for that inventory.

They can also specify a rule to dynamically control the bid so that the bid price is automatically adjusted in line with inventory performance. DoubleClick says that the service can be easily adapted to support new and emerging technologies such as video, in-game and other future forms of digital advertising.

Popular posts from this blog

Global Digital Business and IT Consulting Outlook

Across the globe, CEOs and their leadership teams continue to seek information and guidance about planned Digital Transformation initiatives and the most effective enterprise organization change management practices. Worldwide IT and Business Services revenue will grow from $1.13 trillion in 2022 to $1.2 trillion in 2023 -- that's a 5.7 percent year-over-year growth, according to the latest market study by International Data Corporation (IDC). The mid-term to long-term outlook for the market has also increased -- the five-year CAGR is forecast at 5.2 percent, compared to the previous 4.9 percent. Digital Sevices & Consulting Market Development IDC has raised the growth projection despite a weak economic outlook, because of vendor performances across 2022, growth indicators from adjacent markets, increased government funding, and inflation impacts. The actual 2022 market growth was 6.7 percent (in constant currency), which was 87 basis points higher than forecast last year, alth

Open Banking Usage to Grow by 470 Percent

The Open Banking business model has been advantageous for Third-Party Providers (TPPs), helping them to extend their offerings into other areas of financial services with new capabilities. Open Banking is also advantageous for traditional banking institutions, despite the perceived loss of custodianship over their data, by providing greater accessibility to more bank services. Furthermore, Open Banking can help serve Mobile Internet providers that are able to leverage it to create tailored services according to customers’ preferences and/or economic limitations. Open Banking Market Development Since traditional banking services are made more convenient by TPPs via greater data access, customers can proactively manage their finances and shape the development of new financial offerings. This is particularly noticeable in the realm of Digital Payments, where retail merchants and customers transact through eCommerce, which has the greatest number of use cases for Open Banking. These includ

Why Instant Issuance Payment Cards Evolved

The global financial services sector continues to grow as more progressive organizations seek to gain a meaningful competitive advantage from their digital transformation initiatives. Across the globe, many regions are seeing a significant rise in 'instant issuance' activity from a physical and digital perspective, from both traditional and emerging innovative banking institutions. Digital Payments Market Development Customers increasingly demand instant access to banking services, with physical instant issuance enabling them to leave their branch equipped with a ready-to-go payment card. According to the latest worldwide market study by ABI Research, the market for instantly issued physical payment cards will increase from 243.2 million shipments in 2022 to a forecast of 471.1 million in 2027. "Critically, instant issuance of payment cards is no longer limited to the physical," said Sam Gazeley, industry analyst at ABI Research . Indeed, the growing digitization of p