2011 - DoubleClick - DoubleClick Ad Exchange's Impact on Publisher Revenue

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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