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Three years of Google + DoubleClick by the numbers, and video arrives on the DoubleClick Ad Exchange
March 11, 2011
In 2008,
we acquired DoubleClick
, and our efforts to make the display advertising landscape a better, simpler place for users, publishers and marketers began in earnest. Today marks exactly three exciting years together. The time has flown by, and we’ve made huge strides towards our goal, largely powered by DoubleClick’s technological and industry expertise.
Here are a few of the things we’ve achieved in the past three years: we’ve offered people
control over what ads they see
on the web, created a new way for
advertisers and publishers to buy and sell ads
, given publishers a powerful tool to
maximize the value of their content
, introduced a way to bring a campaign to life across the web with
instantly customized creative
, added a platform to
buy across ad exchanges in real time
, enabled
small advertisers to launch display campaigns
in minutes, introduced a highly effective way of
delivering ads to interested consumers
on the Google Display Network and rolled out video ads that allow consumers to watch
only the ads they want to see
(while letting advertisers pay for only the ads that consumers watch).
We realize that the display industry is
still complex
(we actually turned to the
laws of physics
to help marketers navigate their way through it). But we’re getting there.
A few numbers help tell the story of the past three years:
5,400,000: A rough estimate of the hours our engineers have spent working on our display business since 2008 (that’s equivalent to 616 years without sleep or rest)
33 billion: Our estimate of the number of potential customers that our clients’ display ads have driven immediately to marketers’ websites (to say nothing of the exposure, engagement and brand-building that these ads enable)
5: On sites in the Google Display Network, the number of times larger that spending on display ads is today, compared to three years ago (that’s like a toddler growing to the size of a one-story house)
We’re kicking off year four with another step towards our overall vision: the addition of video ad formats to the
DoubleClick Ad Exchange
. We’re about to start a beta test, allowing Ad Exchange buyers to run
in-stream video ads on YouTube
using real-time bidding technology. (We’ll eventually extend this capability to include additional video formats and will serve ads on more videos across the web.)
We think that video ads are going to quickly become an
even bigger piece of the display landscape
. And in our own survey with Digiday, about 20% of marketers indicated that they wanted to use
real-time bidding to buy video ads this year
. Combining the power of exchange buying with the potential of video will to help grow the advertising pie (or in honor of today’s anniversary, cake) for everyone.
We can’t wait to see what else the next year has in store.
Update
10:53 AM
: Fixed one of our estimates.
Posted by Susan Wojcicki, Senior Vice President, Product Management and Neal Mohan, Vice President, Product Management
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