Google launches Display Network Reserve

John Ebbert of AdExchanger and we here at Brand.net noticed the same thing on Google’s earnings call last night – the launch of Google Display Network Reserve, “which gives advertisers the opportunity to buy premium inventory on a guaranteed basis.”

This is interesting for a couple reasons.

First, it’s a clear signal that Google understands where the growth will come from in the display market:  large brands moving traditional media budgets online to follow their customers.  eMarketer laid out the case in December and it’s clear Google understands and agrees; Google launched the guaranteed product because “it’s how brand advertisers are telling us they want to buy inventory.”  We’ve been hearing the same thing loud and clear.

Second, to anyone that still had any doubts about Google’s commitment to or progress in Display:  Wake Up.  Since acquiring DoubleClick 4 years ago this week, Google has moved in a fast, focused way  to lock up all the key pieces of the transactional infrastructure for Display.  They haven’t been shy about it , especially over the past year, but I still don’t think the market fully appreciates how close they are to the endgame:  extending the hammerlock they have on Search to all elements of the Display market.  Scalable, efficient forward buying is the last piece of the puzzle.  It has been Google’s soft underbelly, but they are clearly doing sit-ups like crazy.

It’s crunch time.  AOL, Microsoft and Yahoo!:  If you’ve got a second wind in you, now’s the time.  Accenture, Adobe, Akamai, Apple, Cisco, IBM, Oracle and others:  If you’re serious about bringing your expertise in enterprise class infrastructure and service to the huge advertising market, your opportunity is slipping away.  And Agencies:  I agree with John’s emphasis on the particular phrasing of the announcement.  Don’t let frienemy Google steal a march on you.  If they take the Brand business client direct, that’s a big problem.  Microsoft has Windows and Office to fall back on.  You don’t.

It’s amazing how fast this market is moving.

About Andy Atherton
I am currently an SVP at AppNexus. I previously spent four years as COO and cofounder of Brand.net, a pioneer in programmatic reserve technology and leading digital media buying solution for top brands. Prior to Brand.net, I was Vice President of Pricing and Yield Management for Yahoo!, responsible for maximizing monetization of a global portfolio of display inventory worth $2B annually. Beginning in 2002, I created, developed and globalized Yahoo’s PYM function over a period of five years. Prior to Yahoo!, I was president and cofounder of Optivo, a venture-backed start-up that developed price optimization software for e-commerce retailers. More on LinkedIn...

4 Responses to Google launches Display Network Reserve

  1. Robert Matthias says:

    Amazing how slow Google is moving, you mean – supply platforms like Admeld have been doing this for almost a year now. Witness their private exchanges. I can’t believe any premium publishers would work with Google – they just don’t have the same focus.

  2. Pingback: More on GDN Reserve « Brand.net

  3. Chris Lee says:

    Came across this again today in August. LOL @Robert Matthias.

  4. Pingback: Go Neal! « Andy's Blog

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