Adthink strengthens partnership with Google
Adthink audiences and the Hello platform users are expected to benefit from a significant uplift in advertising revenue, thanks to a strengthening of the partnership between Adthink and Google.
Adthink is now an official channel partner for Google through the Google Ad Manager product and its Scaled Partner Management (SPM) feature. With SPM, Adthink is now able to provide access to Google Ad Exchange to its publishers.
Google Ad Exchange, or AdX, originally DoubleClick and acquired by Google in 2008, is a platform that facilitates the buying and selling of media advertising inventory. Prices for the inventory are determined through real-time bidding (RTB). Adthink is positioned as a supply-side platform (SSP) that enables web and mobile app publishers to automate and optimize the selling of their online media space. The Adthink SSP interfaces on the publisher side to advertising networks and exchanges, which in turn interface to demand-side platforms (DSP) on the advertiser side.
Only the largest online publishers actually plug into Google Ad Exchange. This is why it is an important new feature for Adthink publishing partners, enabling them to get the benefits of AdX.
With Google Ad Manager SPM, Adthink is able to provide access to millions of buyers with granular controls while avoiding to undermine Adthink’s own direct sales efforts, acting as a global Sales House for premium and smaller publishers.
Adthink has been partnering with Google since a very long time on the buy-side, acquiring millions euros worth of clicks through Google Ads (originally AdWords) and Google Display & Video 360 (DV 360, originally DoubleClick Bid Manager or DBM) for its advertising clients. Google Ad Manager and SPM are new bricks that expand this partnership all the way to the sell-side and upgrade its monetization capability, with increased CPMs and fillrates worldwide.