Google's DoubleClick Bringing Video to Native Ads

Google's DoubleClick announced today the ability to include video with both mobile and desktop native ads. This is important considering that more than half of all ad queries on DoubleClick’s publisher platform are on mobile.

"With the addition of video to our native ads solution, publishers can now capture premium video advertising budgets on their non-video content," said Jonathan Bellack, DoubleClick's Director of Product Management of Publisher Platforms.

Chris Quinn, Head of Commercial Operations at Kijiji, which is a subsidiary of eBay, commented on their tests with native ad video:

“The [DoubleClick] native video templates — content and app-install — enable Kijiji to give our advertisers an alternative to banner and static native. We were excited about the ability to run assets seamlessly without embedded video players, which will hopefully give us a jumpstart in the video space. Testing has just begun across our iOS app, and we look forward to seeing positive results and potentially incorporating into our greater offering in 2017.”

DoubleClick Extends Exchange Bidding to Mobile

DoubleClick has also expanded the beta of Exchange Bidding to include mobile apps.

"Exchange Bidding helps publishers maximize demand for every impression by letting them put multiple exchanges into competition in real time without adding any new client-side code," said Quinn. "Since we announced it earlier this year, the number of participating publishers has grown 4x, the number of exchange partners has doubled, and we’ve moved the product from alpha into closed beta in the US."

Christian Sieweke, Senior Product Manager at Smaato, commented on their use of Exchange Bidding:

“By integrating directly with DoubleClick for Publishers, Smaato can compete in real time for ad impressions based on price and priority, in parallel with other exchanges. We’re delighted to be an early participant in Exchange Bidding and look forward to expanding this solution to all of our partners.”

DoubleClick Extends Dynamic Ad Insertion To VOD

They also announced that they were extending Dynamic Ad Insertion to video on demand (VOD). Dynamic Ad Insertion delivers seamless, personalized ad experiences to all screens, especially TV.

"Publishers like A+E Networks are now inserting relevant, highly targeted ads into both long- and short-form VOD content across all devices, and delivering personalized ads while eliminating common pain points like buffering," noted Bellack. "This feature will be capable of serving both direct-sold and programmatic campaigns - in both cases delivering smarter, data-driven ads that perform better."

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