Google’s Native Units Look Set to Shake Up the Outstream Market


doubleclickGoogle announced today that advertisers will be able to buy native ads programmatically in DoubleClick Bid Manager (DBM) for the first time. So instead of uploading fully-designed creatives, advertisers can upload the components of the ad – headline, image, text etc- and DBM will automatically assemble them to fit the context and format of the site or app where they appear.

In the video world, this is likely to have the most impact on the outstream players the most, who haven’t had to compete with Google up until now. As DoubleClick for Publishers (DFP) continues to be used by so many publishers, the native formats will instantly have major international scale. That said, some (most notably Teads) are deeply entrenched with premium publishers who have been seeing healthy CPMs, not to mention that they have been

Here’s what Google’s native formats will look like:

Google also announced announced some impressive numbers on the growth of programmatic, including (quoted directly, and the numbers haven’t been independently verified):

  • Programmatic video revenue for TV and media companies increased more than 6x on DoubleClick for Publishers (it would be interesting to see some numbers specifically on the TV industry as many broadcasters remain wary of getting into bed with Google)
  • Video spend by advertisers using Programmatic Direct on DoubleClick Bid Manager grew more than 7x.
  • The number of Programmatic Direct deals on DoubleClick Ad Exchange tripled.

Google also made some announcements about the open sourced Accelerated Mobile Pages Project (AMP), saying that mobile web pages that use AMP HTML load four times faster and use ten times less data on average than non-AMP mobile web pages. The company made two interesting announcements around AMP:

  • AMP for Ads – AMP for Ads will allow advertisers to build ads in AMP HTML so that the entire AMP experience, both the publisher’s content and the advertiser’s creative, load simultaneously at ‘AMP-speed’.
  • AMP Landing Pages – Up until now AMP pages have been used mainly by publishers. ‘AMP Landing Pages’ the buy-side version and will be faster-loading custom pages, which advertisers can use to provide a faster web experience. AMP Landing Pages are also built with AMP HTML so that advertisers or their agencies use the same process to create these pages as they do with AMP content pages.

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