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Having already conquered paid adverts on SERPs, Google is now looking to do the same for display ads to. Ad Exchange is a new initiative that is designed to provide a forum for advertisers and hosts to meet and fill websites with wonderful advertisements.
Based around its already hugely successful DoubleClick display ad that Google acquired last year, this updated resource is set to help the search giant gain a tighter grip on Internet advertising. The trade off between the provision of advertising space, provided by the host website, and the advert itself, provided by a sponsor, will now be done in an auction like programme on Ad Exchange. This opens up rafts of opportunities from both sides, and will doubtless be greeted by groans down in Sunnyvale, California.
Just as DoubleClick has been around for some time, both before and after its integration into the growing Google Empire, so has Yahoo’s own display ad platform – powered by Right Media. Yahoo have slowly grown a core group of advertisers and even beat Google to the punch in providing a universal display ad marketplace, launching My Display Ads back in June.
Whilst Yahoo are still a profitable and hugely successful search engine, they can’t compare with Google on most fronts. Until this point though, they had gained a decent foothold in the display ad field, a foothold which could be looking decidedly shaky with this announcement. The head start that they had may well melt away with the coming of their predominant search rival, although it will be interesting to see how this pans out in the coming months and years.
On paper though Google’s advertising formula is peerless. AdWords is the most successful and widely used paid search format and DoubleClick is one of, if not the leading display ad service. All told, this could be topping up the far from depleted coffers of the Google enterprise in no time at all.
When it comes to building a content marketing campaign, it can be difficult to know where to start. You may have an initial idea but bringing it to life and getting your message seen are always harder than initially thought.
We’re excited to announce that we’re launching a series of free Breakfast & Learn events for brand-side marketers. Our digital marketing experts will help you to boost your SEO, paid media, paid social and content marketing knowledge over breakfast.