Google explains its dynamic allocation

BY aarrieta

Google published information on how publishers can maximize their income using  DoubleClick Ad Exchange among other Google products.  The post written by Neal Mohan, VP of Product Management,  on Google’s blog (post) Includes a document of 2 pages to download.

There isn’t anything too new on the document except for the explanation on dynamic allocation, where they state that they go beyond the traditional ‘yield management’

Google positions DART For Publishers (DFP) as the future optimization solution using its “dynamic allocation” that allows publishers setting bottom floors of sales prices in the exchange wether for direct sales, ad networks or advertiser administrators for DFP. It means that if you are a publisher they give you a solution that allows you to take advantage of the opportunities that the market is offering for your impressions and to compare to what others can offer you.

In this case my recommendation is that you don’t try to abuse of the minimum price setting and try to understand how each impression that you show the users loses its value and that a good criteria to manage this type of impression can be defining who you are showing the first 2 impression of a section, who you give the next five, etc, until you get the one with almost non frequency value .

The only great differential component is that it has DFP comparing to other yield optimizers is the liquidity that the DobleClick Ad Exchange provides, which has a high CPM, and the main difference between DoubleClick Ad Exchange and other Exchanges (Lease Right Media) can be the management circuits that support the relations between exchange participants.

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