April 25th, 2011 | Published in Google DoubleClick
We’ve written before that DoubleClick Ad Exchange has seen rapid uptake of real-time bidding (RTB). Ad Exchange inventory bought through RTB jumped from 8% in January 2010 to 66% in April 2011 -- a tremendous upswing in just over one year.
One company contributing to this upswing is TellApart. The company’s pay-per-conversion business model brings more dollars to display by ensuring ROI for e-commerce retailers. It’s adding as much as 8% in total revenue growth for top sites like Diapers.com, eBags, Drugstore.com, CafePress, Hayneedle and more.
Josh McFarland, CEO and Co-Founder of TellApart reports, “In our move to real-time bidding, we saw both our click-through rates and the volume of clicks increase, which means we’re getting more clicks at the right price. We’re increasing our spend with the DoubleClick Ad Exchange, because we know every new dollar spent returns new revenue for our clients.”
For more details on how TellApart uses DoubleClick Ad Exchange as a core component of its model, download the full case study here.