Home Agencies On The DoubleClick Ad Exchange: Nathan Woodman, Havas Digital and Adnetik

On The DoubleClick Ad Exchange: Nathan Woodman, Havas Digital and Adnetik

SHARE:

Adnetik from Havas DigitalNathan Woodman is the Managing Director of Adnetik, Havas’ Digital Trading Network.

NW: AdX 2.0 brings massive supply liquidity to the bidded online display media space. Especially with the addition of AdSense real estate.

Google is looking to create an environment where display ad buyers compete with text ad buyers for pieces of AdSense real estate. It is their hope that with significant demand the display ads will outbid the text ads and in turn create higher yield for Google and its AdSense partners.

This will only work if Google can bring significant demand for display inventory into the system. They can maximize the demand by accepting bids from AdWords and also via networks through the AdX 2.0 channel.

[Regarding concerns], I am concerned about Google’s position as a principle in the transaction as a representative of the seller rather than as a pure facilitator of the transaction.

Google benefits greatly from the opaque AR/AP nature of AdX. They are the central transaction clearinghouse and all cash is paid to Google and Google in turn pays all their publisher partners the balance minus Google’s negotiated fee. It is rumored that Google has targeted a 20% operating margin for AdX 2.0.

In comparison other variable rate and RTB inventory sources stipulate that the terms of the agreements are between the buyer and the seller as the principles of the transaction. Terms like rev share, transparency and payment are negotiated between the buyer and the seller and therefore the economic model of each principle is transparent to each party.

In the end my concerns may be unfounded. If Google can aggregate enough concentrated demand into the system they will be able to control display much like they control search and their leverage will once again be unmatched and uncontested.

[more reaction]

Must Read

It’s Open Season On SaaS As Brands Confront Their Own Subscription Fatigue

For CFOs and CEOs, we’ve entered a kind of open hunting season on martech SaaS.

Brian Lesser Is The New Global CEO Of GroupM

If you were wondering whether Brian Lesser was planning to take some time off after handing the CEO reins of InfoSum to Lauren Wetzel last week – here’s your answer.

Comic: S.P. O'Middleman's

TripleLift CEO Dave Clark Abruptly Exits After Setting The SSP On A New Trajectory

Dave Clark, who’s led TripleLift for the past two years, is stepping down, effective immediately, and is being replaced by a coterie of TripleLifters.

Privacy! Commerce! Connected TV! Read all about it. Subscribe to AdExchanger Newsletters
shopping cart

Moloco Invests In Its Competitor Topsort As The Retail Media Stakes Go Up

Topsort can lean into Moloco’s algorithmic personalization, while Moloco benefits from Topsort’s footprint with local retailers in the US and in Latin America.

CDP BlueConic Acquires First-Party Data Collection Startup Jebbit

On Wednesday, customer data platform BlueConic bought Jebbit, which creates quizzes, surveys and other interactive online plugs for collecting data from customers.

Comic: The Showdown (Google vs. DOJ)

The DOJ’s Witness List For The Google Antitrust Trial Is A Who’s Who Of Advertising

The DOJ published the witness list for its upcoming antitrust trial against Google, and it reads like the online advertising industry’s answer to the Social Register.