Our product teams have been rapidly innovating to bring more format support to DoubleClick Ad Exchange. Recent format innovations include:

  • Mobile web inventory. According to internal data from October, mobile web inventory on DoubleClick Ad Exchange from high-end phones and tablets already makes up around 9% of global inventory and 15% of U.S. inventory.
  • Mobile in-app inventory. In the coming weeks, AdMob publishers and application developers will be able to make their in-app mobile inventory available on DoubleClick Ad Exchange. Read the full announcement here.
  • In-stream video. Q3 was our first full quarter of making in-stream video inventory available to buyers. Between the beginning of Q3 to now, we’ve tripled the number of buyers accessing this inventory.
  • Rollover to expand. We’ve added the rollover to expand rich media format to our existing click-to-expand and in-page formats.

Recently at OMMA Display, Chip Hall, Director, DoubleClick Ad Exchange, spoke about these innovations in a presentation titled, “Unlocking Opportunities With the First Truly Cross-format Exchange.” In case you missed it live, you can watch it here:

(cross posted from the DoubleClick Search blog. To learn more about DoubleClick Search, contact your Account Manager or request a call from a DoubleClick Search specialist.)

We heard from several of you about the importance of improving the process of downloading reports and uploading files in DoubleClick Search V3 (DS3). You offered comments and suggestions for making the functionality better. As a result, the DoubleClick Search team spent the past few weeks prioritizing and focusing on the changes that would provide the biggest impact. We hope that the improvements described below will make a major difference in your use of DS3.

Faster upload processing of large accounts

Our Engineering team made several changes behind the scenes to improve the upload processing times of large engine accounts (engine accounts with over 100,000 keywords). In the past, uploads of large accounts took a much longer time to process. Now, these previously delayed uploads will process at least 20 times faster per row.

Uploaded keywords now include dashes (-) and periods (.)

Before this release, DS3 would remove all dashes (-) and periods (.) from uploaded keywords. You can now upload keywords with the confidence that they will remain intact.

Downloaded reports now include AdWords broad match modifier (+)

Before this release, DS3 would remove the Google AdWords broad match modifier (+) from downloaded reports. The downloads now include the modifier, and it will also remain if you need to make changes to the report and upload it back into DS3.

We’ll continue to look for new ways to make the download and upload processes better in the future. Please contact your Technical Account Manager or email with any suggestions.

For more information about other new features in this DS3 release, including new bid strategy reporting columns, check out the release notes. And keep an eye on the blog for more exciting features in upcoming releases.

Posted by the DoubleClick Search team


In 2009, we launched the DoubleClick Ad Exchange as a way to simplify the process of buying and selling display advertising, drive performance for our advertiser and publisher partners, and open up the display marketplace. In the two years since, exchange-based trading has taken off -- we’ve seen the volume of trades on our own exchange grow by more than 150% in the past year. At the same time, display, as a medium, has evolved.

Display started as just banner ads on websites, but has grown to include a range of formats as diverse as the web itself -- rich media ads that bring a page to life, in-stream ads that play before your favorite online video, and ads that run in the mobile version of your daily newspaper. To reflect this growing diversity, we have been expanding the types of formats in the Exchange. We support the most popular types of rich media ads, including units that run in-page with video, or expand when you click or mouse over them. It’s also possible to buy ads across the mobile web. Earlier this year, we announced that in-stream video formats were coming to the Exchange, and we’ve seen huge demand since launch: the number of buyers for in-stream video has tripled over the past quarter.

Today, we are announcing another step forward -- in the coming weeks, AdMob developers will be able to make their in-app inventory available on the DoubleClick Ad Exchange. Initially, a small number of pre-qualified buyers will be able to compete for this inventory. Over time, we'll be rolling it out more broadly. Ultimately, this will give app developers and publishers access to a wider pool of buyers like demand-side platforms and agency trading desks, improving their potential returns, and helping grow the overall mobile web economy. And marketers on our Exchange will be able to buy, in real time, ads that run inside people’s favorite mobile games, news apps and more. With this important addition, the DoubleClick Ad Exchange will be truly cross-format...and will become the first exchange to support this full range of ad formats.

VivaKi, one of our key partners on the Exchange, is gearing up to start buying in-app ads on the Exchange. “We are delighted to be working with Google as they open up the DoubleClick Ad Exchange to include AdMob in-app inventory, and to deliver this opportunity to our clients,” says Kurt Unkel, Senior Vice President, VivaKi Nerve Center. “We anticipate this experience will help us bring mobile to scale to our partners, and will provide insight into the operational elements and the creative assets that work best in this environment.”

A cross-format exchange is just one of the ways we’re looking to simplify the process of buying and selling display advertising, but one we think will create tremendous value for advertisers and publishers. We will continue to work with our partners to help them get the most out of what the evolving display market has to offer -- today, tomorrow, and in the years ahead.