New programmatic deal types on DoubleClick Ad Exchange
The programmatic channel is an exciting topic of discussion in the industry. Advertisers continue to commit new budgets to it that complement their direct site buys and grow their relationships with publishers. These collaborations are helping advertisers boost the performance, efficiency and reach of their campaigns. To give buyers and sellers even more flexibility when transacting via programmatic channels, DoubleClick Ad Exchange is announcing two new features.
The first is Private Auctions, a new direct programmatic deal type available in the deals interface that allows publishers to create a higher-priority auction with multiple buyers directly above the open auction. This is available today to all AdX buyers including our own DoubleClick Bid Manager. Private Auctions follow last year’s launch of Preferred Deals, which allow individual buyers and sellers to negotiate fixed-price, first-look deals with one another.
The second release, which we’ll be rolling out in the coming weeks, gives publishers the ability to import their first party data directly from DFP to AdX. This enables you to further improve audience-based targeting in Preferred Deals and Private Auctions. For an in-depth tour of all these features, watch this recorded webinar.
We designed these tools to give buyers and sellers additional flexibility in how they structure deals. And the good news is that they don’t require any incremental development resources. To make implementation as easy as possible, we built these features leveraging AdX’s existing deal settings.
Whether you’re creating direct programmatic deals with publishers or buying at scale across the open exchange, you need access to the largest, most diverse pool of inventory. We’ve invested heavily over the years to create the most advanced and highest quality exchange and we’re happy to count the world’s top publishers and advertisers as our partners. If you’re interested in learning more about DoubleClick Ad Exchange’s programmatic buying features, reach out to your account manager today.