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, […]

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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.


About the author

Pamela Parker
Staff
Pamela Parker is Research Director at Third Door Media's Content Studio, where she produces MarTech Intelligence Reports and other in-depth content for digital marketers in conjunction with Search Engine Land and MarTech. Prior to taking on this role at TDM, she served as Content Manager, Senior Editor and Executive Features Editor. Parker is a well-respected authority on digital marketing, having reported and written on the subject since its beginning. She's a former managing editor of ClickZ and has also worked on the business side helping independent publishers monetize their sites at Federated Media Publishing. Parker earned a master's degree in journalism from Columbia University.

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