Report: Google Cooking Up Ad Data Exchange

Google is reportedly developing technology that would create a market for data designed to help target display ads better, according to a report in Ad Age that cites “executives familiar with Google’s plans.”

The story says the data exchange is known internally as “DDP,” and, according to comments made by Google ad chief Neil Mohan, it sounds like this ability for publishers and advertisers to capitalize on user data will be baked into a variety of products, rather than existing as a standalone offering.

Mohan was quoted as saying, “If our vision is a comprehensive one, it needs to contemplate data in addition to ad inventory. We are working on initiatives to help publishers and advertisers do just that.”

Google already has investments in a lot of areas where it would make sense for more data capabilities to be included. The company runs DoubleClick, including the DoubleClick Ad Exchange, along with Invite Media and Teracent. The announced AdMeld deal, currently under federal review, is another piece of the puzzle.

Related Topics: Channel: Display | Google: DoubleClick


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  • brianfosse

    I believe that the monetization of Google AdSense beyond the boundaries of a publisher’s website will be one application of this. To date, AdWords advertisers bid the display network based on placements and demographic data. However, tomorrow we’ll layer user browsing history as an additional filter. Advertisers already do it on their own websites with AdWords retargeting. The data exchange will enable AdWords advertisers to retarget to users who have visited other web properties (with their permission of course).

    This doesn’t make sense for competitors. For example, won’t want to allow to advertise to their audience list. However, for content publishers it provides a means to monetize their traffic across the web. For example, Search Engine Land could allow SEM platform providers to advertise to their audience lists across the web. Google facilitates the data exchange and market via an AdWords/AdSense integration.

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