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DoubleClick AdX for Publishers Dmitriy Lamonov Strategic Account Manager
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RTB is no longer just about remnant
• Capture more value from unsold impressions • Protect direct sales focused on high CPM brand campaigns • Get transparency into the buyer, advertiser and rate
Old Revenue Mix
Direct Indirect
$10+ CPM
~$1 CPM
CP
M
Impression Volume 1 100
New Revenue Mix
Direct Programmatic
CP
M
~$1 CPM
$10+ CPM
Impression Volume 1 100
Incremental brands & budgets
Preferred access ~$6 CPM
~$4 CPM
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Ad Network Optimization
Maximize yield from tag-based
networks
Open Auction
Programmatic, dozens of
buyers
Direct Premium in DFP
Guaranteed direct sales
(martini lunches optional)
Open & Liquid Exclusive & Reduced Demand
Today’s publisher has many ways to sell AdX gives you the flexibility to operate across the spectrum
3
Preferred Deals
Programmatic, one buyer, fixed price
Private Auctions
Programmatic, Multiple buyers, invitation only
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AdX + DFP = Full stack optimization Dynamic allocation ensures maximum yield
1 2 3
$2.50 $2.50
Highest paying DFP ad
The highest-paying booked ad competes in real-time with AdX buyers through dynamic allocation
Directly booked inventory competes for the impression
The impression is sold to the highest bidder
vs.
Highest paying AdX ads
Higher Yield • Every major buyer, including AdWords • RTB & ad network optimization • Multiple programmatic options • Cross-format, cross-device
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Unmatched global demand
Source: DoubleClick Internal
AdX offers massive demand, seamless access to AdWords
Millions of advertisers across all buyer segments
100% of the top ad networks
100% of agency holding
companies and DSPs
88% of inventory bought via RTB
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Create and negotiate deals in the UI Cut deals on your terms without the headaches of billing, contracts, or trafficking
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Cross-format, cross-device support A single platform to maximize revenue across all your inventory
Video
Rich Media
Mobile
More engaging formats with seamless support for third party expandables
Full mobile monetization including mobile web, optimized web and app inventory
In-Stream video support for all video ad lengths with demand for 15s, 30s, and longer formats
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A full range of controls and protections
Inventory & Pricing
Control what you sell and for how much
Data & Technology
Control how buyers use information
Control which technologies buyers can use
Buyers & Ads
Control which agencies, advertisers, and buyers
have access
Which ads & ad categories run
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Extensive category blocking Our algorithms instantly analyze and categorize every ad
• More than 1,200 continually updated categories
• This includes sensitive categories, such as politics, weight loss and more
• Analysis powered by Google’s advanced content analysis technology, based on ad content and landing page content
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Find and block any ad in seconds The Ad Review Center, now powered by Google search technology
• Search for ads by text, even if its in an image or rich-media
• Search for visually similar ads by uploading any image (including logos or screenshots)
• Block multiple ads with a click
• Watch the demo video
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Q2 Inventory & Pricing Management
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• Branded: Trusted buyers, higher min-CPMs
• Semi-transparent: Allows you to block URL, shows publisher name and custom inventory label (e.g. MySite:News)
• Anonymous: Keep your identity secret. Anonymous id and labels only
Transparency Controls Q2