For example, using real time bidding, a retailer running a display ad campaign for a shoe sale can bid $5 CPM (cost per 1000 impressions) for ad impressions on a particular news website, but specify that it will bid $10 CPM and show an ad for running shoes if it knows that browser has previously visited the athletics part of its website. Details of the ad impression are passed to the retailers bidding platform in real time by the exchange, and the auction takes into account the retailers increased bid. This technology lets advertisers and agencies continuously tailor and hone their display ad campaigns, and alter their bids and ads, to reach potential customers they want to attract.
Google plans to continue to invest significantly in improving Invite Medias technology and products as a separate platform and, in time, make it work with the company's DoubleClick for Advertisers (DFA) ad serving product. DFA enables advertisers and agencies to plan, target, serve and measure display ad campaigns across the web. Integrating Invite Medias technology will help DFAs clients to buy ad space across multiple ad exchanges, as part of managing their broader display ad campaigns.