Google now allows publishers to sell programmatic native and mobile video ads through DoubleClick, the company’s internet ad serving services subsidiary. Ads can be sold in DoubleClick open auctions or its private marketplace. The feature is now also available in-app and will be launched for cross-screen native ads over the next months.
Google DoubleClick launches programmatic ad support
eBay is one of the first to have beta tested the feature. The online auction and shopping site recently launched a Native Mobile Programmatic solution that saw a 3.6x rise in ad engagement, with CTR of up to 5%. Brian Brownie, Director of US Display Operations & Programmatic Advertising, eBay, explains:
“We’re focused on leveraging DoubleClick’s technical footprint to bring scalability to our native mobile programmatic offering. Our success with desktop private marketplaces, backed by eBay insights, has unlocked massive client adoption and this next phase of mobile delivery is a continuation of the effort.”
The addition lets media buyers purchase ads to run cross-screen as opposed to buying web inventory separately.
In addition, Google also rolled out programmatic support for mobile video interstitials in-app across its DoubleClick ad exchange. Jonathan Bellack, Director, Product Management, Google, writes:
“Video is key to driving brand impact in the moments that matter, no matter where they occur. With these new immersive, full-screen video ads available programmatically, again in both the open auction and in private marketplaces, publishers can offer their advertising partners a new way to bring engaging brand experiences to users seamlessly, driving advertiser performance and growing publisher revenue. During beta tests, publishers realized gains as high as 30% CPM in interstitial video compared to regular interstitial performance.”