Google Cloud Platform Blog
Optimizations to Google Cloud Platform for Real Time Bidding on DoubleClick Ad Exchange
Wednesday, March 19, 2014
Real time bidding (or programmatic buying), is one of the fastest growing methods of buying and selling ads online, and is predicted to account for
25% of all display spending by next year
. Marketers are embracing this model as it allows them to connect to audiences at scale quickly and we've been making ongoing investments to help them grow their programmatic businesses. Today we're continuing those investments by introducing functionality that enables marketers to conduct their real-time bidding on the DoubleClick Ad Exchange (AdX) directly from
Google Cloud Platform
.
Real-time bidding (RTB) enables ads to be bought and sold on a per-impression basis, through an instantaneous auction, similar to financial markets. Using RTB, ad buyers can increase return on investment since it offers the ability to show the right ad to the right person at the right time.
Speed is critical to success in programmatic buying and many exchanges, including the DoubleClick exchange, require that bidders respond to an ad request within a certain time limit in order to preserve the real-time nature of the marketplace. Real time bidding transactions typically happen within 100 milliseconds from a user visiting a website. Starting today, Ad Exchange users hosting on
Google Compute Engine
will always receive 100 milliseconds for bid request processing and free network transit from Google Cloud Platform to all
Ad Exchange trading locations
. This effective increase in processing time, combined with the
strengths of Google Compute Engine
will make Google Cloud Platform a great choice for DoubleClick Ad Exchange buyers.
To ensure that AdX customers have the best possible experience on Google Cloud Platform, we now offer complimentary
Gold support
for Google Cloud Platform to qualified customers hosting their bidding infrastructure for AdX. You can find more information on this offer as well as instructions on how to sign up
here
.
For customers who would like to jump start their real-time bidding using a framework provided by Google,
Open Bidder
provides you the real-time bidding infrastructure. You can sign up for access to Open Bidder
here
.
For those looking to build their own bidders without the use of our OpenBidder framework, we’ve also published a
white paper
on how to build real-time bidding solutions on Google Cloud Platform.
If you are interested in learning more about Open Bidder, real-time bidding on DoubleClick Ad Exchange, and bidder hosting on Google Cloud Platform, please join us at an AdX Developer Day in Google’s New York City or San Francisco office on April 9. You can register for the event
here
.
-Posted by Scott Spencer, Director of Product Management, Doubleclick Ad Exchange
* For trading on the DoubleClick Ad Exchange Hong Kong trading location, please contact
Ad Exchange Sales.
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