"A lot of the actual tech is building on top of what we already had with Preferred Deals," Bradstock said yesterday. "But the smoothness of it, how easy is it to set up – that's coming from Admeld. We learned a lot about how they do private exchanges."
This implies Google has decided to re-engineer rather than repurpose Admeld for its ad tech stack.
Bradstock said a number of publishers who have been running in beta are moving their Preferred Deals over to Private Auction. He suggested this is partly due to a lower bar in selling it into ad agencies. "It's more similar to the open auction in terms of how they would buy. They don't need to change as much. They don't need to know about a fixed price."
Google won't disclose the volume of inventory moving through private exchanges on Admeld or AdX, which makes it hard to gauge whether private marketplace deals and other forms of "programmatic direct" have kicked in this year. The company may be less focused on market speed than on positioning itself to capture that kind of demand as it incrementally trickles in.
AdX Product Management Director Scott Spencer, said, "The pubs are more willing to put some of that premium inventory out there as long as it's not costing them their $9 CPM deal with AT&T. Our goal is to give publishers a holistic platform across direct and programmatic sales so they can make the tradeoffs they want to make in terms of who's buying and how they're buying."