Google Expects Consolidation In Programmatic Ad Market

By on 12/19/2013 6:17 AM @robertandrews

Lately, ad tech vendors have been rushing like bulls out of a gate to bring out new automated ad delivery tools. But this proliferation may not always be the case, according to a top Google exec.

“There could easily be some contraction in this marketplace, or acquisition,” Google media platforms sales head Jay VanDerzee tells Beet.TV.

“The next chapter we’re very focused on is, how many exchanges can really exist in the marketplace at given time?

“The only reason people show up to any auction is you have to make sure you’ve got fantastic supply. What do we do to make sure that the publishers are happy?”

The answer may lay in aggregation. “Only about 20% of out buyers actually are logging in to our interface – they’re leveraging their own RTB systems through APIs,” VanDerzee says, adding that Google’s DoubleClick bid manager has a “best-in-class user interface”.

VanDerzee was interviewed by Furious Minds CEO Ashley Swartz at Beet.TV’s TV Programmatic Summit, hosted at Xaxis and presented by Videology.

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