Google rolls out DoubleClick Ad Exchange in China

Currently, Chinese internet portals Sina, Sohu, CNTV and Phoenix New Media have joined Doubleclick Ad Exchange, which enables ad-targeting of the most appropriate audiences through real-time open bidding transactions.

On the buy-side, Hylink Advertising, Aegis Media, Yoyi Media, iClick Interactive, Media V,  WiseMedia and Taobao have also bought into the trading platform.

Google’s aspiration is to become a leader in the display ad space in China, while its search share continues to lose out to Baidu. DoubleClick Ad Exchange is meant to help advertisers get better publicity and ad networks, agencies or web publishers to maximise revenues.

The premise behind this goal is to the provision of an open, transparent platform through real-time auctions to determine ad prices, according to Google.

Google’s China country manager for media and platforms solutions, David Chen, used an analogy from the airline industry, "Some publishers are left with up to 80 per cent of their ad space unsold. It’s like airlines flying with their planes mostly empty. And for the ad space that they do sell, publishers also have to deal with the complexity of managing thousands of advertisers and campaigns".

Over the past two years, rapid development in the display advertising space has made it a complex process, and Google's DoubleClick Ad Exchange aims to change that - to be effective and simple. Putting out an ad at the right time and getting the full value from each ad is the basic principle of the platform.

The ability to have real-time optimisation and management of advertising has grabbed the attention of Zamplus' chief scientist Chen Xiaoguang, who commented, "Digital advertising is today more pragmatic than before. DoubleClick Ad Exchange will help our advertisers to improve precision marketing in order to get a better return on investment."

For its part, Google will provide publishers and advertising agencies comprehensive advertising controls, detailed data reports, as well as convenient methods of settlement.

"The DoubleClick Ad Exchange is an important part of Google's display advertising strategy, and will bring a revival of the display advertising ecosystem to benefit all parties in China," said Google's global vice president Liu Yun.