ExchangeWire CEO Ciaran O’Kane sat down with Neal Mohan, VP of Display at Google, during a fireside chat at ATS London this past September. In this video, Mohan discusses the process of consolidating the Google stack, what they offer their advertiser and agency partners, and their endeavours towards a holistically-integrated platform comprised of video, mobile and social.
He further discusses big trends currently evolving in the space, including some new publisher business models Google are bringing to market. These include private exchanges and a native audience extension capability built into DFP, which allows publishers to act as buyers. This new capability will begin with inventory in ADX, but eventually aims to extend reach beyond that. Google are still working towards integrating their stack and offering seamless support of video and mobile, as the standards are still evolving. Mohan wraps up with a full breakdown of their open platform and Google’s new bid manager.