Addition could help bring scale to exchange advertisers looking to buy cross-platform.
Google's DoubleClick is partnering with Google's AdMob to bring in-app mobile inventory to the DoubleClick Ad Exchange. A proliferation of mobile inventory is infiltrating exchanges, and the introduction of new app inventory into the large DoubleClick exchange could help bring scale to advertisers looking to buy cross-platform.
Big digital media buyer VivaKi plans to purchase in-app ads through the exchange. Kurt Unkel, SVP, group director of audience on demand, VivaKi Nerve Center said he hopes the effort helps the agency better understand how mobile in-app inventory can best complement other mobile buys in the DoubleClick exchange.
"Cross-platform buys are something we want to deliver for our clients, so we're focused on marketplaces that have those capabilities. DoubleClick is the only current exchange with true scale across mobile, display and video, and we're eager to expand our relationship with them," he continued.
According to DoubleClick, only "pre-qualified buyers" will have access to the AdMob inventory at first. Later, demand side platforms, agency trading desks, and other media buyers will be able to get in on the in-app ads. The exchange also offers display, rich media, in-banner video, and in-stream video inventory. DoubleClick said "the number of buyers for in-stream video has tripled over the past quarter."
Velti also offers in-app inventory through its Mobclix exchange in addition to other in-app impression providers.
The flood of new inventory and digital ad players has driven the Interactive Advertising Bureau to introduce its IAB Impression Exchange Solution, which has expanded. A program for streamlining invoicing and payment for digital media, IES is intended to sniff out discrepancies in click and impression data among ad systems. DoubleClick is already participating in the program, and AdTech, MediaMind, PointRoll, and Vindico will now join.
UPDATE: This story was updated to include comments from Kurt Unkel.
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Kate Kaye was Managing Editor at ClickZ News until October 2012. As a daily reporter and editor for the original news source, she covered beats including digital political campaigns and government regulation of the online ad industry. Kate is the author of Campaign '08: A Turning Point for Digital Media, the only book focused on the paid digital media efforts of the 2008 presidential campaigns. Kate created ClickZ's Politics & Advocacy section, and is the primary contributor to the one-of-a-kind section. She began reporting on the interactive ad industry in 1999 and has spoken at several events and in interviews for television, radio, print, and digital media outlets. You can follow Kate on Twitter at @LowbrowKate.
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