Agencies Nearly Triple Spending on Google's DSP

  |  February 23, 2011   |  Comments

Since Google bought it last June, Invite Media has seen significant growth in agency spending.

Google has seen a nearly 300 percent lift in agency spend through its Invite Media demand-side platform since it bought the company last summer.

The figure represents growth from July 2010 through January 2011, and suggests agencies and their clients are eagerly boosting their use of Google's ad exchange, including its real-time bidding capabilities. "If we took a snapshot on day one of the acquisition and now, there's been substantial growth...in terms of agency spend," said Neal Mohan, VP of product marketing for Google's display ad products.

While most of Invite Media's growth is coming from agencies, individual advertisers can also buy directly through Invite Media without an agency intermediary. However the bulk of advertisers' self-administered audience buying has happened through the Google Display Network.

"One of the reasons we focus on agencies and trading desks [for Invite Media] is that agencies are making a big bet on having their own technology stack," Mohan told ClickZ. "A lot of the growth comes from agency partners."

Google published the figures today in a post on its Agency Ad Solutions blog. In the same post it also noted the number of agencies using Invite Media has doubled in the same six-month period. However Mohan declined to specify just how many are using it.

Last year advertisers spent over $350 million on real-time bidded inventory in the U.S., an amount that will more than double in 2011 to $823 million, according to Forrester research commissioned by AdMeld. Forrester estimates real-time bidded inventory will represent 8 percent of the overall online display ad spend this year.

ClickZ Live New York Want to learn more?
Attend ClickZ Live New York March 30 - April 1. With over 15 years' experience delivering industry-leading events, ClickZ Live brings together over 60 expert speakers to offer an action-packed, educationally-focused agenda covering all aspects of digital marketing. Register today!

ABOUT THE AUTHOR

Zachary Rodgers

Until March 2012, Zach Rodgers was managing editor of ClickZ's award-winning coverage of news and trends in digital marketing. He reported on the rise of web companies, data markets, ad technologies, and government Internet policy, among other subjects. 

COMMENTSCommenting policy

comments powered by Disqus

Get ClickZ Media newsletters delivered right to your inbox. Subscribe today!

COMMENTS

UPCOMING EVENTS

Featured White Papers

A Buyer's Guide to Affiliate Management Software

A Buyer's Guide to Affiliate Management Software
Manage your performance marketing with the right solution. Choose a platform that will mutually empower advertisers and media partners!

Google My Business Listings Demystified

Google My Business Listings Demystified
To help brands control how they appear online, Google has developed a new offering: Google My Business Locations. This whitepaper helps marketers understand how to use this powerful new tool.

WEBINARS

Jobs

    • SEO Specialist
      SEO Specialist (Bankrate.com) - New YorkBankrate, Inc. operates a network of personal finance related web sites for consumers.  Our sites provide...
    • Search Manager
      Search Manager (LOYAL3) - San FranciscoThe Role: We are looking for a bright, driven and personable performance-based marketer to join LOYAL3’...
    • Product Manager - Contract position
      Product Manager - Contract position (Wiley Publishing) - HobokenThis position can be located in either Hoboken, NJ or Indianapolis, IN. We are...