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ID:39350780
大小:910.16 KB
页数:3页
时间:2019-07-01
《2011 - DoubleClick - DoubleClick Ad Exchange's Impact on Publisher Revenue》由会员上传分享,免费在线阅读,更多相关内容在学术论文-天天文库。
1、DoubleClickAdExchange’sImpactonPublisherRevenueTableofContentsIntroduction......................................................................2ResearchMethodology................................................2Results.....................................................................
2、...........2ConclusionandTakeaways........................................3WhitePaper
3、 DoubleClickAdExchangeDoubleClickAdExchange’sImpactonPublisherRevenueIntroductionInmid-2010,wepublishedtheresultsofaresearchstudyquantifyingtheimpactofDoubleClickAdExchangeonpublishers’effectiveCPMs(eCP
4、M)fortheirunsold(or“pre-emptible”)adspace.OuranalysisdeterminedthatthecombinedeffectsofauctionpressureandGoogle’sproprietaryDynamicAllocationtechnologyresultedinCPMliftof136%comparedwithfixed,upfront,pre-negotiatedsalesofnon-guaranteedinventory.Thisinitialstudywasconductedusingthefirst-ge
5、nerationversionofDoubleClickAdExchange,andwewishedtoconductfurtheranalysistoassesstheincrementalrevenueimpact(asopposedtoeCPMlift)ofoursecond-generationyieldmanagementandoptimizationtechnology.ResearchMethodologyTogainabetterunderstandingofhowmuchmoremoneypublisherscouldexpecttoearnbysell
6、ingpre-emptibleinventoryintheAdExchange,Google’sengineeringteammadeseveraladserverenhancementstologmore-detaileddataabouttheconditionsunderwhichAdExchangeclearsimpressions.Sincemid-2010,wehavebeenrecordingthecounterfactual–thepriceatwhichindividualimpressionswouldhavesoldhadtheExchangenot
7、wontheauction–enablingresearcherstomeasurerevenueliftmoreaccurately.Tocalculateincrementalrevenue,researcherslookedattheAdExchangeclearingpriceacrossbothbrandedandanonymousinventorywhenitwontheauction,foralltransactionsduringafive-weekperiodinearlyQ4,2010,andmultiplieditbythepublisherreve
8、nueshare.Wesummedthistotalandcompareditwiththereserve,orfixed,priceforallinstanceswheretheauctiondidnotwin.Thusequipped,Google’sresearchteamwasabletoquantifytheimpactofDoubleClickAdExchangeonpublisherrevenuebycomparingtheAdExchangewinningpricewiththepublisher’spre-b
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