Home Agencies On The DoubleClick Ad Exchange: Matt Greitzer, Razorfish

On The DoubleClick Ad Exchange: Matt Greitzer, Razorfish

SHARE:

RazorfishMatt Greitzer is VP and Global Discipline Lead of Search Marketing at Razorfish.

MG: I think it represents an industry tipping point. Google has already proven that they are the lead player in auction-based ad monetization. I think everyone is excited to see how they can apply their expertise to the next generation of biddable display. Their revamped exchange also keeps the pace of innovation high; Yahoo and others will have to respond so I wouldn’t be surprised if we start to see a bit of an arms race in ad exchange features and capabilities similar to what we saw in the search marketing industry in the peak years of innovation in ’05 and ’06. Beyond that, this provides deeper access into a huge pool of inventory via Google’s AdSense network. We’ve had great success with the AdSense network for years now, so the ability to micro-segment, de-average pricing, and apply advanced targeting capabilities to this inventory will be a sure bet.

I’ll be very interested to see, however, if Google is any more effective in getting their premium DFP publishers in the DFP client base to put their inventory on the exchange than they have been in the past. If this happens, I think we may see a replay of search, with Yahoo’s early lead squandered and Microsoft sitting on the sidelines as Google eats up the category. But if the DFP publishers balk, the door will still be wide open.

[more reaction]

Must Read

Wall Street Turned Against Ad Tech – But May Learn To Love It Again

What can pureplay ad tech companies do to clean up their rep on the Street?

Glenniss Richards, senior director of digital media, Bayer

How Bayer Wrote Its Prescription For Programmatic

Bringing media buying in-house is “chaotic and disruptive” – but totally worth it, according to Glenniss Richards, Bayer’s senior director of digital media.

AppsFlyer and Roku’s New SRN Integration Will Shed Light On CTV Campaign Impact

Roku and AppsFlyer announced the launch of a new self-reporting network (SRN) integration between both companies, which will allow mobile app advertisers to more effectively measure their streaming video campaigns

Privacy! Commerce! Connected TV! Read all about it. Subscribe to AdExchanger Newsletters
Comic: Gamechanger (Google lost the DOJ's search antitrust case)

DOJ v. Google: How Judge Brinkema Seems To Be Thinking After Week One

Where the DOJ v. Google ad tech antitrust trial stands after one week’s worth of remedies arguments.

Swish, A Company That's Bringing Programmatic to Product Sampling, Announces Seed Funding

Swish, a startup that partners with retailers to provide product full-size CPG samples to people doing their grocery shopping online, announces $2.3 million in seed funding.

DOJ v. Google: During Opening Arguments, The DOJ And Google Battle Over An AdX Divestiture

Court is back in session. And the fate of  the open internet is in the balance.