We focused on an algorithmic solution to this complex challenge, versus a more manual “self-declared” approach for buyers, which can often lead to inaccuracies such as misspellings or misclassifications. This quarter we are introducing this feature with coverage for the top 50 advertisers with a large expansion in advertiser coverage planned soon.
Further taking advantage of this new advertiser-level data, we’re now also able to give our publishers better insights into individual advertiser spending, CPMs and performance to help inform their overall sales efforts. Ad Exchange’s existing multi-dimensional reporting tool now includes an “advertiser” field dimension. This new field will allow publishers to slice and dice their data and see which advertisers are driving the most revenue by geography, domain, channel and a variety of other criteria.
Current Ad Exchange publishers can learn more about this new feature in the help center. If you’re not using Ad Exchange, you can contact your DoubleClick account representative to learn more about all of the ways we’re helping publishers profit from non-guaranteed sales on their terms.