New technologies are affecting how display advertising is working across the web. Google s VP of Product Management Neal Mohan argues that this has changed the digital buying marketplace and requires some new laws.
Mohan argues that when it comes down to a Demand Side Platform (DSP) or the Google Display Network, he makes a comparison to stocks. “Those wanting to be like an online broker and manage ads with their own technology and data should look into DSP, whereas if there is a desire to outsource the campaign for a desired result to a stockbroker the Google Display Network is probably a better choice.”
“He also argues that getting audience buying and contextual advertising is not a case of getting one or the other. We believe it s the combination of the two that is most powerful,” said Mohan. “Marketers combining these types of buying can reach a broad range of people, then hone their messages to particularly good prospects to maximize the impact of their campaigns. We ve seen that this approach drives better campaign performance; third party studies back it up.”
Mohan also says the industry is always moving. “The industry is literally moving faster as media buyers start to increase their use of real-time bidding (RTB) technology, which allows them to evaluate and bid on ad space on an impression-by-impression basis. We re seeing this rapid growth and change first-hand. Since we acquired Invite Media in June 2010, the number of advertisers on the platform has doubled; agency spend has grown by almost 300 percent. And spending on display ads on the Google Display Network is growing more than 100 percent annually in a large number of countries. Publishers are benefiting from these changes as well (for example, a recent study found that publishers who participated in the DoubleClick Ad Exchange see an average 188 percent revenue lift when the exchange wins the auction).”
“Unlike the Big Bang, the expansion in our industry is not chaotic or random. We re moving towards a single platform that seamlessly incorporates the best technologies for planning, buying, serving, creating and measuring display ads; one that will enable marketers to effectively reach and engage people across desktops, tablets, videos, mobile devices and TVs,” he concludes.
Source: AdWordsAgency.Blogspot.com
