The ad sales house Axel Springer Media Impact (ASMI) and Google have agreed on a technological co-operation in the automated sales of digital advertising space. Starting in 2014, ASMI will also offer the web and mobile portals it markets as standard formats via Google's AdExchange platform. The delivery of the advertising formats will continue to be carried out exclusively through Axel Springer's own Smart-AdServer.
Using the Real Time Bidding process (RTB), advertisers can bid for advertising spaces or individual Ad Impressions in "real time" auctions. The auctioned Ad Impression of an advertising space is thus filled with advertising media from the highest bidder. Auctions are carried out within a few milliseconds. Its DoubleClick AdExchange platform makes Google one of the leading providers of this kind of auction technology.
Peter Würtenberger, Chief Marketing Officer Axel Springer AG: "Google AdExchange gives us the opportunity to market our standard advertising spaces even more effectively. We will reap new benefits from the powerful technology, including additional automated customer relations and transparent control of our so-called long-tail inventory. Our premium advertising spaces will continue to be exclusively marketed through our own sales structures to customers and agencies."