Introducing the DoubleClick Ad Planner Marketplace

Today we're excited to announce the beta launch of the DoubleClick Ad Planner Marketplace for advertisers and agencies using DoubleClick for Advertisers. The Ad Planner Marketplace is a new solution connecting buyers and sellers of online advertising to make the process of traditional online media buying simpler and more efficient.

Buying online media can be incredibly inefficient with 28% of total media spend going to administrative costs, according to ThinkEquity. And in terms of planning media, it can be hard to access data to find the best sites that attract your target audience and to get detailed information on a site’s available inventory.

At DoubleClick, we're further developing Ad Planner with these challenges in mind. Ad Planner is a good resource for site research, providing robust data on sites and their available ad placements. The launch of Ad Planner Marketplace takes this one step further by offering additional information about publisher inventory including the availability of inventory, audience profiles for inventory and the ability to place order requests for inventory.

Still in beta, Ad Planner Marketplace is just the first step in building out a completely streamlined media planning and buying solution on the DoubleClick for Advertisers platform.
Currently with the Ad Planner Marketplace you can:

• Search for ad placements that meet your campaign goals
  
• Review information on publishers’ placements including:
  
  • Audience Statistics: Unique Visitors, Demographics, Audience Interests
    
  • Advertising Information: Impression volume, Available ad sizes, Available ad types and formats, and CPM rates
• Send order requests to reserve and purchase site placements directly in Ad Planner from participating publishers in the Marketplace.

The Ad Planner Marketplace beta is currently available to users of DoubleClick for Advertisers. In this beta release, ad placements are only available from publishers selling in US dollars. Expect to be updated in the coming months as we continue to add features and make enhancements to the Ad Planner Marketplace.

If you are interested in signing up for the beta, fill out this form [update 6/1/2011: we are no longer accepting beta requests for Marketplace]. If you are not already on DFA, contact us for more information.

Posted by Seth Demsey, Product Manager