We’re often asked to quantify the incremental value DoubleClick Ad Exchange can provide compared with publishers’ existing yield management techniques. According to proprietary research conducted in the first half of 2010, the combined effects of auction pressure and Dynamic Allocation in DoubleClick Ad Exchange resulted in an average CPM lift of 136% compared with fixed, upfront, pre-negotiated sales of non-guaranteed inventory.

In a new white paper, we take a step back to explain how publishers are managing yield across their pool of non-guaranteed inventory today, and what steps they can take to create efficiencies and boost overall revenue. Key elements of the white paper include:

• How publishers segment and sell ad inventory. How manual optimization processes often fail to capture all available revenue opportunities
• Dynamic Allocation explained. What it is, how it works, and what it means for publishers’ bottom lines.
• Auction pricing mechanics. Real-time pricing’s core advantages over the use of historical CPMs for non-guaranteed ad space.
• A brief look forward. The potential for DoubleClick Ad Exchange and its ecosystem of publishers, technology providers, advertisers and agencies.

Download the white paper.

Posted by Campbell Foster, Product Marketing Manager

The rapid pace of change in the advertising space can be dizzying. From new ad formats to new ad systems, from startups to mergers, the marketing industry is running at a million miles an hour, and it’s often daunting to keep up with it all. We know that staying informed takes a lot of effort, and it’s critical to make good decisions about how you spend your time and resources.

That’s why we put together Google Ad News. Powered by Google News, Ad News is a simple but powerful way for anyone in the advertising industry to track current news coverage on relevant subjects such as display, search, mobile and even traditional media - all in one place. Subscribe to news feeds in the categories you care about most, or search to find coverage on topics related to your business, such as your niche industry or brand.

We invite you to check it out and share it with your colleagues. Hopefully, you’ll find lots of relevant news that’ll help you spend less time scouring the web and more time building your business.

Posted by Oliver Deighton, Business Marketing

It is often noted by industry observers that transaction costs for directly sold display advertising remain unnecessarily high. Discrepancies are a big part of the problem. Every month publishers and advertisers must share ad serving reports and go through an arduous reconciliation process, often revealing campaign errors that could have been fixed earlier and kept advertiser budgets and publisher revenues on track.

In response, the IAB introduced the Impression Exchange standard last year. The Impression Exchange facilitates the exchange of ad serving data between publishers and third-party ad servers, providing publishers with daily updates on discrepancies to help flag potential issues. The use of the Impression Exchange is also central to the IAB and 4A’s new standard terms and conditions released earlier this year.

DoubleClick is proud to announce that we are the first advertising technology provider to achieve end to end compliance with the Impression Exchange. Additionally, we are working with our colleagues throughout the industry to ensure interoperability as they also adopt this new standard.

Publishers benefit from the Impression Exchange in a number of ways. First, this exchange of data reduces the need for publishers to log into multiple third party ad serving systems to manually retrieve campaign reporting, saving valuable time and effort. If discrepancies do arise, the Impression Exchange provides an early warning system that allows the problem to be resolved quickly. Lastly, adoption of this new standard should allow publishers to spend more time addressing the strategic needs of advertisers and less time resolving discrepancies.

Impression Exchange reporting is available today in North America for DART for Publishers customers, and integration with our full suite of DoubleClick publisher products is planned for the future. To get started with the Impression Exchange your advertiser must also choose to have it enabled. Currently, only DoubleClick for Advertisers has adopted this standard, but we’re ready to work with other third-party ad servers. Please encourage your agencies to request this feature to help fight discrepancies and make display buying more efficient for everyone.

Posted by Stephen Dove, Product Manager

In February, we announced the roll-out of Google’s next generation ad server, DoubleClick for Publishers (DFP). Over the next few days we’ll be completing the upgrade of Google Ad Manager publishers to DFP Small Business, a streamlined version of DFP designed to meet the needs of growing publishers. If you don’t currently have an account, sign up for free today by visiting the DFP Small Business website.

DFP Small Business taps the combined insight and innovation of Google and DoubleClick to bring growing publishers many of the features they’ve been asking for such as simplified ad trafficking workflows, robust reporting options, and an open Web Services API.

We’ve also released a suite of online resources to help DFP Small Business publishers get the most out of the upgraded platform. We suggest bookmarking these sites for easy reference:

• Help Center - Access a comprehensive collection of searchable FAQs, guides, and more.
• Help Forum - Share any questions, comments, and best practices in an online community of DFP users.
• Training Videos - Watch easy-to-follow training videos that walk you through DFP features and tips.
• Twitter - Follow us on Twitter to get daily, bite-sized updates from the DFP team.

In the coming weeks and months we’ll be working to unveil even more features designed to help publishers work more efficiently and maximize revenue across all of their website inventory. We’re very excited to introduce these ad serving innovations and look forward to hearing feedback from our global publisher community.

Posted by Jonathan Bellack - Group Product Manager, Publisher Ad Platforms

This week OMMA Global takes over the San Francisco Marriott Marquis, and Google will be there. Here's an overview of what's in store.

On March 17th, get a complete view of the art and science of rich media advertising from Google's resident rich media experts, Peter Crofut and Chip Scovic.

Next day listen to Neal Mohan, Vice President of Product Management, deliver his keynote presentation on opportunities in online display advertising. He'll cover changes in the display ecosystem, and how everyone can embrace these changes and achieve their goals. If you miss his keynote, be sure to catch the panel right after on Online Advertising - Rapid Recovery or Recession 2.0?, or the late morning session Connect with the Google Content Network with Jason Miller, Group Product Manager, Google Content Network.

Later in the day, Baljeet Singh, Senior Product Manager, Video Monetization will participate in the panel Can Online Video Reach Scale for Clients Budgets in 2010? Hear what he, and other experts, have to say about definition, scale and measurement when it comes to online video.

Our DoubleClick, YouTube and Google Content Network teams will also be at the Trade Show to let you know what's new and to answer your product questions.

Interested in attending? Register here, and if you're a MediaPost member, your full-conference pass is FREE. You can also sign up for private networking sessions here. Use the code OGSF20 for a 20% discount.

Posted by Sally Cole