Google is set to revolutionize online advertising by secretly developing a web data exchange system (internally called ‘DPP’), AdAge is reporting.
This system will not only help the easy exchange of online data between site owners and third party vendors, but also help to display betters ads to website visitors.
A typical data exchange involves publishers and third-party providers who are able to sell data (attached to a cookie) on selected audience segments to interested advertisers who in exchange will be able to target their advertisements to the right type of audience. Audiences can be as broad as people shopping for new cars or planning a trip or as niche as soccer moms in Ohio.
Though data exchange is not a new concept, Google plans to target the search marketing niche and redefine the concepts of online targeting.
Although Google’s display advertising VP Neal Mohan did not confirm that Google was developing a data exchange he did acknowledge that the company is “working on a couple of things”.
Mohan also said that
Such a move into data services may not result in one product, but capabilities across Google’s online display infrastructure, such as Invite Media, which allows advertisers to bid on audience, or AdMeld, which helps publishers to decide which ad will yield the greatest revenue.
If our vision is a comprehensive one, it needs to contemplate data in addition to ad inventory… We are working on initiatives to help publishers and advertisers do just that.
With the launch of ‘DPP’, Google will allow their DoubleClick users to sell data about their website visitors to third parties, as easily as they would have sold an ad space. Although no formal date has been announced for the roll out of the product, Google insiders say it is not more than a week away.
In what is being described as one of the most ambitious steps ever taken by Google to become a brand advertising giant, the only road block could be concerns over privacy issues, for which the company has been highly criticized.