doubleclick

This is what Google had in mind when it acquired DoubleClick.

Google unveiled its rebranded display ad serving technology Monday, bringing together the DoubleClick DART for Publishers and Google Ad Manager products under a new name: DoubleClick for Publishers. The new ad-management software has a redesigned user interface, links to the DoubleClick Ad Exchange, and APIs for company developers to build applications on top of the technology.

The idea is to give Web publishers that run "Ads By Google" a better way to control where their clients' ads appear. Similar work on search ads has made many a … Read more

When the long-expected development of smartphones and handheld devices into primary computers reaches maturity, Google wants to make sure it occupies just as strong a position on the small screen as it does on the big one.

Google set the stage for that future Monday when it announced a $750 million all-stock deal to acquire AdMob, which is considered one of the strongest ad network providers for the mobile-computing world. It's a familiar strategy; just as Google bought DoubleClick in 2007 to blend search ad expertise with display ad expertise, so it plans to add AdMob's network of … Read more

With a new display ad exchange developed by its DoubleClick subsidiary, Google is hoping to give its one-trick pony another act.

Google has turned into one of the Internet's largest and most influential companies on the popularity of its search engine and the profitable text ads it sells alongside those search results. This business generates the vast majority of its revenue and profits and gives Google the resources to tackle a variety of other projects from Google Apps to Chrome OS to Google Books.

But like just about anything, that business can only grow so fast. Google will need … Read more

Updated September 18 at 10:40 a.m. PDT with Yahoo comment.

Having conquered the Web's text-based ad market, Google is setting its sights on graphical display ads--a market dominated by rival Yahoo.

The search giant on Thursday took the wraps off a revamped DoubleClick Ad Exchange, a public exchange that allows publishers to offer excess ad inventory they can't sell to advertisers looking for a bargain. Google said the exchange will meld DoubleClick's ad exchange with Google's own technology.

"Better technology can help make display advertising work better for all involved," Neal Mohan, … Read more

Google is set to launch a public version of the ad exchange developed by its DoubleClick unit, according to a report.

The exchange, which has been open on an invitation-only basis to certain partners, will make its formal debut in two weeks as part of the Advertising Week festivities in New York, according to Clickz. The idea is somewhat like a swap meet for display ads, allowing publishers to offer excess ad inventory they can't sell to advertisers looking for a bargain.

Google's dominance of the search engine advertising market has been fueled by text ads. In 2008, … Read more

It will surprise no one that Google accounts for a lion's share of the ad server market. However, it may come as a shock that Microsoft holds only the equivalent of a lion's paw.

Attributor, a content-tracking company, analyzed ad server calls across 75 million domains in October. According to the data Attributor released this week, Google--through DoubleClick and AdSense--accounts for 56.5 percent market share.

Meanwhile, Microsoft's equivalent figure hovers at 3.8 percent. Yahoo came in behind Google with 9.7 percent. If Microsoft and Yahoo ever end up combining forces, they still wouldn't … Read more

I've written before about one of my favorite open-source companies, ad-server company OpenX. However, since I first covered the company, a lot has happened, all seemingly positive.

For one thing, OpenX now tops 300 billion ad impressions per month, 150,000 publishers, and 2,500 paid customers using its hosted offering. This impressive growth, however, belies a big challenge for OpenX:

Next comes the more difficult process of converting the free products and services into revenue-generating operations. The vast majority of the ads served by the installed software were from freely downloaded versions, and few of those using the … Read more

Glam Media has continued its international expansion, appointing former DoubleClick and Excite executive Yukihiro Yamamura as CEO of its Glam Japan division. Glam Japan hasn't actually launched yet, but is slated to go live later this year.

Yamamura had been head of DoubleClick Japan previously, and before that he had been CEO of Excite Japan since 1999.

"The appointment of Yukihiro Yamamura is a strategic addition to the Glam team as we continue to leverage the fragmentation of the Web globally," Glam CEO Samir Arora said in a release Monday. "With an accomplished background in online … Read more

Google's DoubleClick technology now can be used to deliver video advertising shown with Microsoft's Silverlight technology, and it will be used for that purpose with the Olympics video that NBC Universal plans to show online using a player based on Silverlight 2.

Google announced the Silverlight ad capability, called DoubleClick In-Stream, on Tuesday. It already could be used to deliver video ads using Flash, RealMedia, and Windows Media technology. In-Stream also can show static ads within video, which Microsoft and NBC concluded was the best approach for live video.

NBC Universal, already a DoubleClick customer, was bullish about … Read more