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Google launches online ad trading in Australia

Google’s DoubleClick Ad Exchange – which allows the automated trading between publishers and advertisers of online ads – is launching in Australia, the company announced today.

However, the launch of the offering – which targets larger publishers looking to maximise the value of unsold inventory – is unlikely to have much of an immediate impact in Australia because Google policy is to exclude pages that deliver autorefreshed ads. Unlike many international markets, several of Australia’s largest online publishers still autorefresh pages.

Google claims that AdExchange delivers publishers an average revenue that is on average 130% higher than selling their inventory into an online ad network.

The service aims to create a marketplace where advertisers – or more often, their agencies, can bid in real time against specific criteria so that their ad stands a better chance of reaching a relevant audience.

Matthias Kunze, director of publisher monetisation for Google in Japan and Asia Pacific, told Mumbrella: “We are pretty excited about launching this in Australia. It’s one of the most advanced markets in the world along with the US and the UK, but online display advertising is still a very complicated process. It’s very difficult to buy an online campaign.

“So some advertisers either do not bother at all or do not publish as many ads as they might.”

The Google offering allows both for the practical side of placing ads, and also bookings and also the negotiation of price.

However, the launch will also ad an urgency to the debate over user privacy, as trading takes place around the behaviour of the users.

Last week, Australia’s industry bodies announced a working group to set down standards around online behavioural targeting. Kunze told Mumbrella: “We can only do better as an industry at sayign that relevant ads are good for the consumers.”

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