Comments on: Google Disses The Yield Optimizers; Liquidity Will Be A Key Differentiator http://www.adexchanger.com/ad-exchange-news/google-provides-insight-on-publisher-ad-revenues-on-doubleclick-ad-exchange/ Digital media optimization news and discussion website. Fri, 10 Feb 2012 23:33:42 +0000 hourly 1 http://wordpress.org/?v=3.3.1 By: Patrick http://www.adexchanger.com/ad-exchange-news/google-provides-insight-on-publisher-ad-revenues-on-doubleclick-ad-exchange/#comment-4819 Patrick Thu, 11 Feb 2010 20:51:34 +0000 http://www.adexchanger.com/?p=15390#comment-4819 The improved integration of a sell-side platform and a publisher's ad server is a tipping point for RTB. Premium inventory is (almost) never put on exchanges, and until that changes Publishers achieve higher eCPMs from direct relationships with advertisers. However that can change if you can overlay data over your first, second and third impressions instead of just the 10th and beyond. The AdX integration (which they've been pitching for quite a awhile) is one way to do it- i also would not be surprised to see an acquisition (at this point I think it's more likely that an SSP/Exchange will buy an adserver than the other way around). Any thoughts? The improved integration of a sell-side platform and a publisher's ad server is a tipping point for RTB. Premium inventory is (almost) never put on exchanges, and until that changes Publishers achieve higher eCPMs from direct relationships with advertisers. However that can change if you can overlay data over your first, second and third impressions instead of just the 10th and beyond.

The AdX integration (which they've been pitching for quite a awhile) is one way to do it- i also would not be surprised to see an acquisition (at this point I think it's more likely that an SSP/Exchange will buy an adserver than the other way around).

Any thoughts?

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