Author Archives: Yamini Gupta

Introducing Open Bidding, a new way to monetize

At AdMob, we’re dedicated to building simple and powerful tools that help developers earn more from their apps. It’s why we’ve steadily increased our investment in monetization solutions such as mediation groups and ad network optimization. But we aren’t stopping there.

Last week, we announced the closed beta of Open Bidding -- a new way for you to grow revenue by maximizing the value you get from your various ad partners. Today, we're sharing more details on how Open Bidding works and why developers and our industry partners are excited about it.


Earn more with real-time pricing

Say you’re selling a house. Would you sell it to the first person in line based on their estimated offer or would you collect all offers at the same time and sell to the highest bidder? You should be doing the same with ads in your app.

Open Bidding allows your ad sources to bid on each impression in real time. Unlike traditional mediation that uses historical data to prioritize networks and call them one at a time, Open Bidding calls all participating networks simultaneously, enabling them to compete equally in a single, unified auction. For any given impression, the winner is always the highest paying advertiser because all networks get the same priority (including Google).

It’s simple–you win when more advertisers compete for the attention of your user at the same time.



Maximize demand from Google’s real-time advertisers

Open Bidding is powered by the same technology used by the world’s leading publishers on Google’s DoubleClick platform. For more than ten years, DoubleClick has been connecting these publishers with thousands of advertisers looking to buy inventory in real-time across a variety of ad formats. Open Bidding brings the full benefits of this technology to AdMob to help you grow your revenue by letting all your networks and the real-time advertisers across Google’s demand sources compete in a unified auction.

Simplify operations and save precious development resources

Not only can you earn more with Open Bidding, but you can also eliminate tedious tasks such as updating CPMs, integrating multiple SDKs, and managing billing cycles. Here’s how Open Bidding works to keep your business running smoothly:

  • Real-time CPMs: Forget about manually updating CPMs. Open Bidding pulls in real-time CPM data directly from demand partners so you can save time, make more money, and eliminate costly mistakes. 
  • Simplified billing & payments: Unlike other solutions, we show you how various partners are doing in one centralized dashboard and we consolidate payouts from multiple partners so you have fewer things to worry about. 
  • Fewer SDKs: You now have the option to access demand from participating partners without adding new SDKs to your app -- all you need is the Google Mobile Ads (GMA) SDK.
Developers in the closed beta are already seeing benefits:
“One of the biggest challenges in monetization is managing the daily fluctuation of CPMs, when working with different networks. We’re excited to participate in Open Bidding because it allows us to hit the highest CPM per request, thus optimizing revenue and leaving no money on the table.”  
—Roy Tzayag, Head of Monetization, Ilyon Dynamics
Open Bidding is already live with bids from Smaato, Index Exchange and OpenX. As the mobile ads industry embraces real-time auctions to get greater access to your valuable inventory, we’re looking forward to integrating even more networks, including AdColony, over the next few months.
Want to test Open Bidding? Contact your AdMob Account Manager to sign up for this closed beta.


Posted by Vishal Kumar, Senior Product Manager

Source: Inside AdMob


New Op-ed: Digital publishers need an ad strategy reset

As more brand dollars move to digital, and the technology supporting digital advertising evolves, publishers have a tremendous opportunity to boost their revenues and profits. However, capitalizing on this opportunity requires publishers to evolve their sales strategies, fast.

As programmatic buying continues to grow, one of the first steps publishers must take is to adopt a holistic cross-channel ad sales strategy.

A new op-ed by Paul Zwillenberg, Global Leader of The Boston Consulting Group’s Media Sector, explores this idea and shares the strategies and tactics employed by today’s most successful digital publishers.

Head on over to DoubleClick.com to read the full article.

Posted by Yamini Gupta, Product Marketing team

New study: Simpler ad tech stacks drive greater programmatic efficiency, more revenue

Publishers’ growth in programmatic revenue is outpacing traditional direct sales for desktop and mobile across display and video advertising. New technologies like “programmatic guaranteed” are further blurring the lines between direct and programmatic channels.

A new study by The Boston Consulting Group, commissioned by Google, found that despite this trend, many publishers are failing to appropriately capitalize on the programmatic opportunity. For example, the study found that less than 25 percent of programmatic team time is spent on value-creating activities, causing publishers to miss out on significant revenues.

The study also closely analyzed the operations of those publishers that consistently outperform their peers in terms of value creation and efficiency, and arrived at best practices and approaches other publishers can follow to achieve similar success. Using simpler ad tech stack configurations, best in class publishers were on average 30% more efficient, had up to 24% higher CPMs, and delivered 10% more impressions otherwise lost to discrepancies.

Head over to DoubleClick.com to read the full study.

Posted by Yamini Gupta, Product Marketing team

Just 5 Days Until the DoubleClick Leadership Summit Live Stream

On June 17th at 9 a.m. ET, join us for a live stream broadcast from the DoubleClick Leadership Summit, our annual event bringing together industry leaders for a conversation about the future of digital marketing. We’ve received several questions about what to expect from this year’s event. Below are some of the most commonly asked questions, and what we are able to share for now.

Remember to register here and tune in to the live stream for the full scoop!

The theme for this year’s summit is “Own the Moment.” What does that mean?
Thanks to mobile, we’re currently in the midst of one the largest shifts in consumer behavior ever. What we’re finding is that consumers are no longer “going online” in long digital sessions, but turning reflexively to the nearest device to solve an immediate need in countless moments throughout their day. For marketers, the next big challenge -- and the one we want to help them solve -- is how to effectively reach consumers at those moments in a relevant and engaging way. You can expect to hear much more about this at our summit.

Who are some of the speakers we can expect to hear from this year?
We’re really excited about our slate of speakers both from within Google and from our partners. Laura Desmond, Starcom MediaVest Group’s Global CEO, will join us to talk about how brands can amp their relevance and impact with velocity marketing. We’ll also be joined by The New York Times’ EVP & Chief Revenue Officer, Meredith Kopit Levien who’ll do a deep dive on the topic with Laura, while sharing a publisher’s perspective.

This event is usually full of announcements. What will you be announcing this year?
You can expect a heavy focus on mobile this year and innovations that we’ve developed to help large advertisers, agencies and publishers succeed in a multiscreen world. We’ll touch on new ways both marketers and publishers can create engaging experiences for the mobile environment, as well as how marketers should be thinking about measuring every moment that matters.

Sign up for the live stream now!

Posted by Yamini Gupta, Product Marketing Manager

Just 5 Days Until the DoubleClick Leadership Summit Live Stream

On June 17th at 9 a.m. ET, join us for a live stream broadcast from the DoubleClick Leadership Summit, our annual event bringing together industry leaders for a conversation about the future of digital marketing. We’ve received several questions about what to expect from this year’s event. Below are some of the most commonly asked questions, and what we are able to share for now.

Remember to register here and tune in to the live stream for the full scoop!

The theme for this year’s summit is “Own the Moment.” What does that mean?
Thanks to mobile, we’re currently in the midst of one the largest shifts in consumer behavior ever. What we’re finding is that consumers are no longer “going online” in long digital sessions, but turning reflexively to the nearest device to solve an immediate need in countless moments throughout their day. For marketers, the next big challenge -- and the one we want to help them solve -- is how to effectively reach consumers at those moments in a relevant and engaging way. You can expect to hear much more about this at our summit.

Who are some of the speakers we can expect to hear from this year?
We’re really excited about our slate of speakers both from within Google and from our partners. Laura Desmond, Starcom MediaVest Group’s Global CEO, will join us to talk about how brands can amp their relevance and impact with velocity marketing. We’ll also be joined by The New York Times’ EVP & Chief Revenue Officer, Meredith Kopit Levien who’ll do a deep dive on the topic with Laura, while sharing a publisher’s perspective.

This event is usually full of announcements. What will you be announcing this year?
You can expect a heavy focus on mobile this year and innovations that we’ve developed to help large advertisers, agencies and publishers succeed in a multiscreen world. We’ll touch on new ways both marketers and publishers can create engaging experiences for the mobile environment, as well as how marketers should be thinking about measuring every moment that matters.

Sign up for the live stream now!

Posted by Yamini Gupta, Product Marketing Manager

Promoted Tweets coming to DoubleClick

DoubleClick Digital Marketing has always been an open platform to give marketers a more complete picture of how their digital marketing works together - across mobile and desktop, video and native. As the use of mobile devices continues to shape the consumer journey, we’re particularly focused on helping our partners make the most of in-app formats. In fact we’ve seen the volume of this type of inventory in DoubleClick Bid Manager (our programmatic buying platform) increase fivefold over the past year.

Today we’re continuing this effort with a new partnership with Twitter. Through this partnership, DoubleClick clients will be able to buy Twitter’s Promoted Tweet ad format via DoubleClick Bid Manager across mobile (including in-app) and desktop. We will also make it easier for marketers to measure their Twitter ad campaigns directly within the DoubleClick platform.

This deal complements our ongoing push to bring new formats and inventory to DoubleClick, like our recent announcement about YouTube’s TrueView format. We’re excited about this partnership and look forward to continuing to help our clients make the most of digital advertising in a multi-screen world.

Posted by Payam Shodjai, Group Product Manager, DoubleClick Digital Marketing

Digital Advertising in 2014: An Industry in Motion

2014: IAB’s “Open Letter to Marketers” advocated for the universal adoption of HTML5. “Programmatic” became the ANA’s marketing word of the year. The MRC lifted its advisory on transacting on viewability. 

These are just some of the moments that moved our industry forward in 2014. “Digital Advertising in 2014: An Industry in Motion” recaps the ideas we congregated around as an industry, the technology we evolved to realize them, and the impact we saw from executing on them. Together with you, we:
  • Told stories through big, beautiful canvases everywhere
  • Evolved media buying 
  • Measured what matters with new metrics
  • Made digital easier for all of us
As we raise a toast to the year that was and look forward to 2015, we thank you for partnering with us and ensuring that we never stay still, that as an industry, we’re always in motion.

Get DoubleClick’s full 2014 recap here.

Posted by Yamini Gupta, Product Marketing team

Digital Advertising in 2014: An Industry in Motion

2014: IAB’s “Open Letter to Marketers” advocated for the universal adoption of HTML5. “Programmatic” became the ANA’s marketing word of the year. The MRC lifted its advisory on transacting on viewability. 

These are just some of the moments that moved our industry forward in 2014. “Digital Advertising in 2014: An Industry in Motion” recaps the ideas we congregated around as an industry, the technology we evolved to realize them, and the impact we saw from executing on them. Together with you, we:
  • Told stories through big, beautiful canvases everywhere
  • Evolved media buying 
  • Measured what matters with new metrics
  • Made digital easier for all of us
As we raise a toast to the year that was and look forward to 2015, we thank you for partnering with us and ensuring that we never stay still, that as an industry, we’re always in motion.

Get DoubleClick’s full 2014 recap here.

Posted by Yamini Gupta, Product Marketing team

with DoubleClick: The promise of programmatic

Cross-posted from the DoubleClick Advertisers blog

You may have seen the research we shared with you last month that looks at how programmatic buying is changing advertising. Today’s with DoubleClick episode takes a personal spin on that study, focusing on a few of the people who are both seeing and driving those changes.

We talked to leaders from Universal McCann, VivaKi, MAGNA Global, and The McClatchy Company to find out how they’re thinking about the shift to programmatic. Reach and relevance were top of mind. With greater efficiency and richer audience insights, they’re achieving both goals across screens and formats. As Deborah Gaudette, SVP and Group Partner at UM, points out, this ultimately helps create advertising that consumers want to be part of. That’s a promise we can all get behind.


For ideas on how to adopt a programmatic strategy, take a look at last week’s webinar with Aaron Fetters, Director at the Kellogg Company.

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The Programmatic Revolution: Join us for a webinar



We’ve all heard it: marketing is at its best with the 3Rs in place -- the right message, to the right person, at the right time. There is no doubt programmatic buying is enabling this by automating marketing across channels for better targeting, relevance, and impact. A recent study Ad Age conducted for DoubleClick shows programmatic is top of mind for more than 40% of agencies and marketers when a media plan is being designed.

But how much of the opportunity is truly being capitalized? Register now to join Aaron Fetters, Director of Insights and Analytics Solutions Center at Kellogg Company, and Emel Mutlu, Senior Product Marketing Manager at Google, for a discussion on the study's findings, and:
  • Why brands and marketers are incorporating programmatic into their media buys
  • The essentials marketers need to know for success in a programmatic world
  • How the industry must evolve to realize the promise of programmatic
Posted by Yamini Gupta, Product Marketing Team