The search and Internet ad giant discussed the new video ad today while also announcing the launch of its “native mobile programmatic,” which automates the buying and selling of these ads.
Publishers can sell the ad space either through limited private marketplaces or on open exchanges, Google said. Private settings are more controlled, and are often credited with keeping ad prices higher, according to ad tech experts.
“[Publishers] can choose to make it available in an open auction, where any buyer has a chance to bid on it, or they can sell it in private auctions, where only a few hand-selected advertisers are invited to bid,” Google said in a statement to Digiday. “These new formats work in any of these scenarios.”
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