Brand
DoubleClick Ad Exchange
Owner
Google
What's happened
Exchange has relaunched
The exchange needed to increase liquidity. Integration into Google AdWords was therefore important, to facilitate ease of display buying for smaller businesses and to increase the number of buyers and sellers using it.
While there is no discernible change in the AdWords interface, the really exciting benefits are available for those invited to get direct access to the system via DoubleClick's API.
This provides the ability to use technology to value and bid on every impression in real time, introduces rule-based retargeting options and makes optimisation across a number of ad exchanges possible.
It would have been good to have seen more functionality added to the AdWords interface. Currently, optimisation options and audience filtering is basic and the functionality does not allow for direct behavioural targeting or bidding against true demographic audiences, only a guide to which sites index well against these groups.
I-Level has traded, on behalf of our clients, via Ad Exchange for over a year - both through their direct interface and AdWords. Historically, a lack of liquidity has been a major concern, but hopefully this has now been addressed.
We absolutely see the benefits of exchanges for improving return on investment, growing campaign reach and increasing efficiency. AdWords integration is a good start but to really get the most out of exchanges, the implementation of bespoke, overarching planning and optimisation technologies that value each available display impression in real time will be required.
What's good?
The most obvious benefits are increased liquidity and API access.
What could be better?
Functionality.
Would I book my clients onto this?
Yes.
Ian Thomson, Head of business architecture, I-Level