Google has launched programmatic ad support for native content and mobile ads publishers through its DoubleClick Ad Exchange platform.
This will enable publishers to sell native ads and full-screen mobile video ads programmatically, both in the open auction and in private marketplaces, on DoubleClick Ad Exchange. The feature is available now in apps and will roll out for cross-screen native ads over the next few months.
“With DoubleClick Ad Exchange, we’ve built programmatic technologies that scale advertising to wherever users are, in the moments that they’re most likely to respond. We’ve also developed mobile-first, immersive ad formats to keep users engaged and ensure advertiser goals are met. Today we’re excited to bring these two areas of investment together for our DoubleClick customers with programmatic support for native and video formats on mobile,” said Jonathan Bellack, Director, Product Management, Google said in a blog post.
Some publishers, such as eBay, have already experienced strong results. Since the launch of its new native ad unit, eBay is seeing a 3.6 times increase in ad engagement on average, with some campaigns delivering click-through rates up to five per cent. During beta tests for the mobile video format, publishers realised gains as high as 30 per cent CPM in interstitial video compared to regular interstitial performance.
“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,” said Brian Brownie, Director of U.S. Display Operations & Programmatic Advertising at eBay in the company statement.