AdSense Opening Thru DoubleClick Ad Exchange; Hiring A-Go-Go: Rubicon Project And Varick Media; Looking At Lookery

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AdSense Thru DoubleClick’s Ad Exchange!


It’s official! Well, almost. The AdSense blog announced late Tuesday that ad networks will now be buying AdSense inventory through an open auction. That can only mean one thing: Google’s DoubleClick Ad Exchange – AdEx 2.0 – lives.

From the AdSense blog:

    “We’re pleased to announce plans to give you the ability to allow multiple Google-certified ad networks to compete for display ad space on your site.”

    There’s more: “You’ll have control over which networks can show ads on your pages — you can choose to opt out of receiving ads from specific networks, or all networks completely.”

    When you ask? “We’ll slowly begin allowing ads from Google-certified ad networks to appear on AdSense pages over the coming months, so you won’t see an immediate impact on your ads or earnings. As new networks are certified, you’ll see them appear in your account.”

With Google’s plentiful supply of inventory, publishers should be excited by this development as any competitive auction is good for their bottom line. In the coming months, it will be interesting to hear any feedback since AdSense is often at the end of the daisy chain. There’s no way around it: this is the exchange model helping publishers.

Many details on how this will work for AdSense publishers through the Exchange are also available in the evolving DoubleClick Ad Exchange 2.0 Help Section:

    “When Ad Exchange is used to display AdWords ads, in addition to the policies outlined above, sellers must comply with the AdSense Program Policies on all pages that display AdWords ads, wherein ‘seller’ is referred to as ‘publisher’.”

Need more? View the video:

(Thanks to Zach Coelius at Triggit who pointed us toward the blog post.)

What’s Australian For Yield?

Former Google exec (and yet another former DoubleClick-er!), Kaylie Smith was appointed Managing Director of The Rubicon Project and will work out of the company’s Asia-Pacific office in Sydney, Australia. She’ll be reporting to to recent hire, Jay Stevens, VP and GM International.

Hiring For DSP Future

Darren Herman of Varick Media Management (VMM) announced recent hires at the MDC Partners media buying agency which focuses on leveraging demand-side platforms (DSPs) on behalf of clients.

Alexandra Galasso joins VMM as an Account Manager in the NY office. Galasso was previously at MySpace.

Greg Hills joins VMM as a Platform Analyst in the NY office. Hills was previously at GroupM’s Mindshare.

So much hiring these days… what happened to the recession? Tons of jobs on’s job board, too.

ClickZ notes new hires at Travel Ad Network, InterClick and Undertone Networks here.

Looking At Lookery

Cogmap blog takes a look at Lookery’s business model and comes to an controversial conclusion (for some) on the business of behavioral data and the exchange: “The creation of real real-time-bidding interfaces will allow people to cherry pick bigger networks, maybe creating a better opportunity for data sales. Good enough to build a viable business? Not sure.” Read more.

Display Ad Slasher

Creative is not dead – it’s literally killing it at times. AdWeek’s AdFreak blog covers Michael Myers clever creative for his upcoming Halloween II slasher. Myers parodies dating and other popular RON display ads by adding the slash factor. See it in action.

Augmented Reality Advertising

You remember the scene in Minority Report where Tom Cruise walks through the mall and is hit with a hundred “addressable” ads, right? Wired’s Brian X. Chen covers new augmented reality apps for mobile that consider where you are and then provide an updated “reality” depending on your interests – or the advertisers perceptions of your interest. Read “If You’re Not Seeing Data, You’re Not Seeing.” Martin Lens-FitzGerald, co-founder of Layar tells Chen, “This is the first time media, internet and digital information is being combined with reality.”

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