Havas Joins Google’s Real-Time Ad Bidding
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Havas is finally ready to join the other leading ad holding companies in offering real-time ad bidding to its clients, Adweek reports. The French ad firm is working with start-up ad exhange provider DataXu, which raised $6 million in a first round in the spring. The news is timed for the unveiling of Google’s launch of its real-time bidding exchange during Advertising Week events next week.
Ad exchanges have grown in appeal as agencies are pressed to deliver more ROI. With an ad exchange, spots can be bought on an impression basis, which allows for lower costs and greater audience targeting. Google (NSDQ: GOOG) has promised to that its exchange will do for display ads what AdSense was able to do for search marketing. While some question that likelihood, selling display ads through an exchange on a wider basis could narrow the gap with search.
Posted In: Advertising, Marketing, Technologies / Formats, Companies, Google, Countries, Europe, France
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