Google Cloud Gets DoubleClick Real-Time Bidding

By Chris Crum at WebProNews: 

Google announced that it is now letting marketers conduct real-time bidding on the DoubleClick Ad Exchange right from Google Cloud Platform.

Ad Exchange users hosted on Google Compute Engine will always get 100 milliseconds for bid request processing and free network transit from Google Cloud Platform to all Ad Exchange trading locations (North America – east coast and west coast – Europe and Asia Pacific).

“Real time bidding (or programmatic buying), is one of the fastest growing methods of buying and selling ads online, and is predicted to account for 25% of all display spending by next year,” says DoubleClick Ad Exchange Director of Product Management Scott Spencer. “Marketers are embracing this model as it allows them to connect to audiences at scale quickly and we’ve been making ongoing investments to help them grow their programmatic businesses.”

“Speed is critical to success in programmatic buying and many exchanges, including the DoubleClick exchange, require that bidders respond to an ad request within a certain time limit in order to preserve the real-time nature of the marketplace,” he says. “Real time bidding transactions typically happen within 100 milliseconds from a user visiting a website.”

Google is offering Gold support for Cloud Platform to customers hosting their bidding infrastructure on the DoubleClick Ad Exchange.



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Google And Facebook Are Teaming Up To Sell Ads

Google and Facebook are getting a bit friendlier despite their social networking competition. Google’s DoubleClick ad buying software will soon allow clients to buy retargeted ads on Facebook. FBX, Facebook’s retargeted ads platform, has become a major player in the 16 months since launch, and DoubleClick will be a more comprehensive ad buying solution by tapping into it.

Google writes “Partnership has been key to Google’s success as a rising tide lifts all boats.  So we’re excited to announce a new way to help our clients succeed by working with Facebook to participate in FBX, their real-time bidding exchange…we’re always looking at ways to serve our clients even better – starting in a few months, clients will be able to buy inventory on FBX via DoubleClick Bid Manager.”

DoubleClick allows clients to buy ads on dozens of different ad exchanges, but excluding Facebook may have forced some clients to look elsewhere for their media buying needs. Once the integration is live, DoubleClick will become more of a one-stop-shop for buying ads across the web.



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