Brafton has reported that display ad impressions were on the rise at the end of 2010, and now Google is expanding its DoubleClick Ad Exchange in order to improve advertising revenues for partners. The company announced that its real-time marketplace for display ads is helping publishers see surges in profits, and it will develop the tool accordingly.
For those unfamiliar with Google's DoubleClick auction platform, the company explains that it brings together ad networks and major online publishers for real-time selling that allows "advertisers to reach the right consumer at the right time" and publishers to "connect with the advertisers most interested in what they're offering." Google aimed to bring higher revenues to partners through this platform, and it has succeeded.
The company says publishers using the DoubleClick platform generate 188 percent more revenue on average. This is partially a result of increased demand for publishers' inventory, as AdWords and Display Network advertisers rely more heavily on display campaigns. (Brafton reported that Google expanded its Display Network last year.)
Google says it will continue to perfect its Ad Exchange so partners can continue to benefit from the growth of the display market, which is expected to be significant in 2011. As Brafton has reported, the display ad market is expected to surge this year, and its growth outpaced gains in the overall ad market last year.