DoubleClick Ad Exchange White Paper: The Value of Dynamic Allocation & Auction Pricing

We’re often asked to quantify the incremental value DoubleClick Ad Exchange can provide compared with publishers’ existing yield management techniques. According to proprietary research conducted in the first half of 2010, the combined effects of auction pressure and Dynamic Allocation in DoubleClick Ad Exchange resulted in an average CPM lift of 136% compared with fixed, upfront, pre-negotiated sales of non-guaranteed inventory.

In a new white paper, we take a step back to explain how publishers are managing yield across their pool of non-guaranteed inventory today, and what steps they can take to create efficiencies and boost overall revenue.