Google Case Study DFP Premium and Google Ad Exchange help Times Internet benefit fully from digital business boom Launched in 1999, Times Internet is the online arm of the Times of India Group. Over the past ten years, Google has forged a strong partnership with Times Internet which was to prove especially valuable in meeting the challenges the business faced. About Times Internet • www.timesgroup.com • Headquartered in Gurgaon, India • Largest digital media house in India Goals • Consolidate huge display, mobile, and video inventory across different platforms • Establish exact value of each ad impression on different sections of all websites • Build detailed audience data • Support multiple demand channels and encourage competition between them Approach • Move total ad serving to DFP in close cooperation with Google • Use DFP Audience extension to build rich first-party audience data and create new advertising opportunity • Compete with other third-party ad networks Results • Goals achieved in 1.5 instead of 3 years • CTR for ad sales up by more than 100% • CPM up 10% • AdX revenue up 500% • Ad serving moved to DFP across all platforms – web, mobile and applications One of the most significant of these, according to Swapnil Shrivastav, VP Ad Technology, was “managing yield for each impression on different sections of the website and apps”. Times Internet also needed to consolidate ad serving to one platform, get the maximum value for each ad impression and make various demand channels – including direct sales, indirect/programmatic channels and selfservice – compete with each other. Google suggested DoubleClick for Publishers Premium (DFP) and Ad Exchange as a way to achieve the Group’s unique goals. Swapnil, a tech veteran of 14 years, agreed. According to Swapnil, implementing DFP and Ad Exchange was “a simple two-to-threestep process, across all platforms, including web, mobile and applications”. After DFP and Ad Exchange were put in place, Times Internet saw a 10% lift in click-through rate (CTR) for ad sales in six months. But when DFP was combined with the in-house-developed Columbia optimization engine, CTR jumped by a further 100%! In other words, Times Internet now has the ability to compete with leading online media platforms like Facebook, and indeed Google itself. Ad Exchange has delivered a 10% increase in cost per impression (CPI). To date, Ad Exchange has been used for display advertising but Times Internet now wants to extend it to video and in-app advertising. Swapnil also says that continuing to attract and upsell to premium brand advertisers “is a key focus area for us going forward”. He plans to do this on Ad Exchange by exposing their rich audience segments through preferred deals and private auctions. Moreover, the complexity of ad delivery and optimization is now all managed within DFP and the adstack around it, rather than being scattered across the various platforms. As a result, managing ad units is now easier and less time-consuming, and for the first time, the Group has a complete real-time picture of its inventory and yield. Having a unified system from order to invoice has also been “a really big benefit of DFP” and the customized adstack. With Times Internet expanding at a rapid rate, it is counting on Google to help scale up to meet the demands and growth rate of digital business. © 2014 Google Inc. All rights reserved. Google and the Google logo are trademarks of Google Inc. All other company and product names may be trademarks of the respective companies with which they are associated. Google Case Study Integration of Google DoubleClick for Publishers with the Internet Times AdCenter’s custom adstack “DFP helps give us the ability to scale up and keep up with the demands and growth of the digital industry. Ad Exchange enables us to pick the low-hanging fruit of display advertising.” — Swapnil Shrivastav, VP Ad Technology, Times Internet About DFP Premium The DFP premium solution provides ad serving and management for publishers with large sales teams and complex sales operations who often require an advanced feature set, greater levels of customization, and enhanced partnership and consulting services. For more information: http://www.google.co.in/doubleclick/publishers/ About DoubleClick Ad Exchange The DoubleClick Ad Exchange is a real-time marketplace to buy and sell display advertising space. By establishing an open marketplace where prices are set in a real-time auction, the Ad Exchange enables display ads and ad space to be allocated much more efficiently and easily across the web. For more information: http://www.google.co.in/doubleclick/ publishers/#tab=featured © 2014 Google Inc. All rights reserved. Google and the Google logo are trademarks of Google Inc. All other company and product names may be trademarks of the respective companies with which they are associated.
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