Ben Gilbert: commitment

Transcript context

…Many would argue the best thing that Google got in the DoubleClick acquisition. You could argue that. Now here’s the amazing thing. What happens under the private equity ownership is that they launch a completely different product, this new thing called an ad exchange. When the concept of an ad exchange is first invented, remember it was very straightforward before this, there was just an ad network and some software called an ad server. The ad exchange is this brilliant idea that we can cross route demand between ad networks. At first what this is used for is like the remnant or unsold inventory. We’ve got some page loads. We don’t currently have a buyer in our ad network forum, throw them up on this exchange and see if programmatically some people will bid on it. We will get more dollars this month for the same number of page views. But technically what was going on is it was really sophisticated and it allowed for some crazy stuff to get done. You could bid in real time, including against the publisher’s direct sold ads. Let's say the New York Times has done a specific deal with Ford then in a real time basis. If somebody else is willing to top Ford, then you can displace them.…

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