What is New for DoubleClick Ad Exchange?
Companies engaged in online trading are keen to draw mobile users’ attention for sales growth and revenue boost. Engaging mobile video ads is one of the most powerful weapons in the hands of eCommerce companies. Once again, the search engine giant Google has come forward with an innovative and intuitive way of promoting products and services to mobile users known as DoubleClick.
DoubleClick is nothing but a holistic approach of marketing that leverages the benefits of mobile penetration across the world and makes most of any digital marketing campaign. It offers solutions in two ways: DoubleClick for Publishers (DFP) and DoubleClick Ad Exchange. While DFP helps companies manage digital ad revenue across any mobile screens and formats, DoubleClick Ad Exchange facilitates the maximum use of the mobile platform.
EBay and Trovit- The Epitome of DoubleClick’s Success
In the current edge when online retailers strive for attracting and retaining people on their apps and mobile websites, DoubleClick offers a flexibility and scalability that can result in sales growth and revenue generation through increasing users’ engagement. The US retail giant eBay is one of the first clients of DFP programmatic native advertising for mobiles, and it has got more than threefold increase in an average ad engagement. Trovit is another example of DoubleClick’s success as its CPMs have increased up to 120% in both the US and the UK while implementing native ads successfully in mobile apps.
Two new Features of DoubleClick Ad Exchange
In the first phase of the year 2015, Google had launched native formats in DFP. Now, the tech giant has announced that it is going to bring programmatic support for native ads as well as mobile video interstitials to the DoubleClick Ad Exchange.
How they are beneficial for eCommerce firms
As Google has announced to bring programmatic support for native ads, now publishers can sell native ads programmatically in both the open auction and private marketplaces on the ad exchange.
When it comes to increasing mobile engagement rate, video content is considered as the most powerful tool. It boosts sales growth by building a brand and reputation of any company. When programmatic support for mobile video interstitials will be offered in apps, publishers can readily offer a new and interesting advertising way: Full-screen video ads on a programmatic basis. In other words, publishers can now sell mobile video ads programmatically in a way similar to native ads.
Both these innovative features can change the mobile advertising pattern. They can effectively and programmatically address ad buyers’ huge demand for both native and mobile videos. It is interesting to observe how eCommerce companies leverage their benefits in the future.